Purchased Lists Are Detrimental to Your Email Marketing Success
While purchased lists used to be the craze, only 1/3 of email marketers are still using them, and of those, only 8% said that they routinely got good results from those lists (Marketing Sherpa 2008 Email Benchmark Guide).
How Purchased Lists Affect Your Deliverability Consumers are quick to hit the junk button when an email is foreign to them (or even when it's just not relevant to them).
Each SPAM complaint is tacked on to your reputation rating.
The more SPAM complaints you receive, the lower your rating and the more ISPs start blocking your message.
How Purchased Lists Affect Your ROI Purchased lists are not cheap.
Whether these are opt-in lists or not, you're likely to have wasted your time and money.
No matter how targeted the list appears to be, open and click rates tend to be extremely low.
When calculating your ROI, you'll be sadly disappointed.
The best alternative to purchasing a list is to build your own in-house list of opt-in email addresses.
If you are just starting out and really need to send out email campaigns even to help you grow your in-house email list, a better option than purchasing a list is to rent a list.
Email list rental involves owners of address lists sending an email to their list on your behalf.
And they charge you a fee for this service.
The key point is that you never get to see the email addresses on that list.
The list owner does the sending, not you.
The good news is that recipients are accustomed to receiving email from that sender so the open rate will be higher; the bad news is that they may not be interested in what you have to say/sell.
To learn more about email list building, watch our on-demand webinar.
How Purchased Lists Affect Your Deliverability Consumers are quick to hit the junk button when an email is foreign to them (or even when it's just not relevant to them).
Each SPAM complaint is tacked on to your reputation rating.
The more SPAM complaints you receive, the lower your rating and the more ISPs start blocking your message.
How Purchased Lists Affect Your ROI Purchased lists are not cheap.
Whether these are opt-in lists or not, you're likely to have wasted your time and money.
No matter how targeted the list appears to be, open and click rates tend to be extremely low.
When calculating your ROI, you'll be sadly disappointed.
The best alternative to purchasing a list is to build your own in-house list of opt-in email addresses.
If you are just starting out and really need to send out email campaigns even to help you grow your in-house email list, a better option than purchasing a list is to rent a list.
Email list rental involves owners of address lists sending an email to their list on your behalf.
And they charge you a fee for this service.
The key point is that you never get to see the email addresses on that list.
The list owner does the sending, not you.
The good news is that recipients are accustomed to receiving email from that sender so the open rate will be higher; the bad news is that they may not be interested in what you have to say/sell.
To learn more about email list building, watch our on-demand webinar.
