Think Better Marketing

Blog

Should You Buy an Email List?

TLDR; No.

We all know the email. It goes something like this:

Screen Shot 2019-09-09 at 5.06.22 PM.png

Some of us have even been fooled by a message like the one above. How could you not? It promises to connect you with thousands of leads. in your market. immediately.

And, I can guarantee that, if you’re a marketer, you’ve been forwarded this message, or something like it from someone on your sales team. So why not do it? The list will make your sales team happy, temporarily, and maybe someone will respond to the campaign.

Except they won’t and you will put your future marketing and reputation on the line for nothing.

Don’t be fooled. Just like anything else, if it looks too good to be true, it is. Just say “No."

Aside from the fact that emailing a cold email list is rude, there’s also a bunch of other reasons not to do it.

  1. You’ll be emailing bad contacts. You don’t know the sources of the information you’re buying.

  2. There’s a huge risk. Not only will sending cold emails hurt your reputation, but it could get your entire domain blocked, and potentially land you in jail.

  3. You’re going to piss people off and hurt your reputation. People know when they’ve requested to hear from a company. When you email someone who hasn’t asked to hear from you, they are going to unsubscribe or report you, which will tank your deliverability score for ALL of your emails.

And…it’s just bad marketing. You didn’t earn that person’s attention.

You’re better than shortcuts. Get permission to contact people by providing real value and inviting your audience to subscribe. The email gods will smile on you.

Oh, and familiarize yourself with CAN-SPAM rules.