Email marketing is one of the most effective ways to connect with your audience, nurture leads, and drive conversions.
However, one of the biggest mistakes businesses make is using purchased email lists. In this post, we’ll dive into why purchased email lists suck and how they can harm your email marketing efforts.
What Are Purchased Email Lists?
Purchased email lists are databases of email addresses that are sold to businesses looking to expand their reach.
These lists are often marketed as a quick way to grow your audience, but they come with significant downsides that can hurt your brand and deliverability.
Why Purchased Email Lists Suck: 6 Key Reasons
1. Low Engagement Rates
Purchased email lists are filled with people who have no idea who you are or why they’re receiving your emails.
Since they didn’t opt-in to hear from you, they’re unlikely to engage with your content.
This results in low open rates, low click-through rates, and high unsubscribe rates, which can damage your sender reputation.
2. Spam Complaints
When you send emails to people who didn’t explicitly consent to receive them, you’re essentially spamming them.
This leads to spam complaints, which can trigger email service providers (ESPs) like Gmail or Outlook to flag your emails.
Too many spam complaints can get your domain blacklisted, making it harder to reach even your legitimate subscribers.
Your emails will go straight to spam and junk folders.
Further reading: What is Email Deliverability?
3. Poor Data Quality
Purchased email lists are often outdated or filled with invalid email addresses.
Sending emails to non-existent addresses increases your bounce rate, which is another red flag for ESPs. High bounce rates can hurt your deliverability and make it harder for your emails to land in inboxes.
4. Violation of Anti-Spam Laws
Using purchased email lists can put you in legal hot water.
Laws like the CASL (in Canada) and GDPR (in the EU) require businesses to obtain explicit consent before sending marketing emails.
If you’re caught using a purchased list, you could face hefty fines and damage to your brand’s reputation.
5. Wasted Time and Money
Purchased email lists might seem like a shortcut, but they’re a waste of resources.
You’ll spend money on a list that delivers little to no ROI, and you’ll waste time crafting emails that no one wants to read. Not only that, but your email marketing platform will bill you a lot of money just to send these emails.
Instead, investing in organic list-building strategies will yield better long-term results.
6. Damaged Brand Reputation
Sending unsolicited emails can make your brand appear untrustworthy and unprofessional.
People are more likely to associate your business with spam, which can harm your credibility and make it harder to build genuine relationships with your audience.
What Should You Do Instead?
Now that you know why purchased email lists suck, here are some better alternatives to grow your email list:
- Create Valuable Lead Magnets
Offer free resources like eBooks, templates, or webinars in exchange for email addresses. This ensures that subscribers are genuinely interested in your content. - Optimize Your Website for Sign-Ups
Use pop-ups, banners, and dedicated landing pages to encourage visitors to join your email list. - Leverage Social Media
Promote your email list on platforms like Instagram, LinkedIn, and Facebook to reach a wider audience. - Host Giveaways or Contests
Encourage people to sign up for your list by offering a chance to win a prize. - Focus on Quality Over Quantity
A smaller, engaged email list is far more valuable than a large, unresponsive one.
Conclusion
Purchased email lists might seem tempting, but they’re often a shortcut that can backfire in a big way.
From low engagement and spam complaints to legal risks and damaged reputations, the downsides far outweigh any perceived benefits. Instead, focus on building an organic email list filled with engaged subscribers who genuinely want to hear from you.
By avoiding purchased email lists and prioritizing ethical email marketing practices, you’ll set your business up for long-term success. Remember, quality always trumps quantity when it comes to email marketing.