Why You Should Never Buy Email Lists

You have two choices when it comes to getting an email list: you can either build your list or you can buy your list

. Frankly, this isn't much of a choice. The harms of buying an email list far outweigh the benefits, so it shouldn't even be an option. Email marketing isn't about the size of your list, it is about the relationship that you have with your subscribers. Traditional list building involves you giving someone something in return for their name and email address. By purchasing an email list, you are skipping that vital step where the person explicitly gives you permission to and shows interest in receiving more information from you, so get ready for a flood of spam complaints.

Let's say you find a "good deal" on email lists and you purchase one. Think about it for a minute: why would somebody sell a quality list of subscribers for such a bargain price when they could just make money by marketing to the list themselves? The answer is that purchased email lists are never made up of quality subscribers which is why their value is so low.

With traditional email marketing, a list of subscribers is built by either offering something for free or by selling a product to somebody. Whatever was offered on that front-end qualified that person as someone who is interested whatever the front-end product was about. Follow-up messages would then be crafted which would relate to that topic because only a relevant follow-up series would appeal to the subscriber's interests.

With purchased leads, you have no idea what you're getting. Seth Godin, founder of Squidoo, coined the term "permission marketing" which is basically marketing where prospects give explicit or implicit consent to be marketed to and that any other form of marketing would be an inefficient use of resources because your prospect would not be interested in your products. However, let's forget for a minute that you don't have the permission of your purchased subscribers to market to them. What are they interested in? It should dawn upon you right after asking yourself this question that you have just wasted your money by buying an email list.

Most major autoresponder companies will not allow you to import purchased leads because they know you'll get very many spam complaints and don't want their servers to get flagged. In order to email your entire list without using one of these companies, you'll need to install an autoresponder script on your own server. Finding a reliable script and installing it is hard enough, but once the spam complaints come in, then your email deliverability rate will plummet to zero percent.

If you are serious about building your online business with email marketing, then build your list the correct way. Engage in permission marketing by only marketing to people who opt-in to your list and confirm their subscription. This ensures that they are interested in hearing more from you and that you know what they want so you know what to give them in the future.

by: Jason James

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