Is it worth buying email lists
8 reasons not to buy email lists
Buying email lists is a popular means of achieving direct and, above all, aggressive advertising goals. This method is uncomplicated, quick and often the easiest way to get numerous contact details in one fell swoop. However, considering the risks of this approach, the effect can also be led in the opposite direction. Such lists can literally mean the death of a company. We have summarized eight reasons why you should refrain from buying email lists.
Dates are not nearly as accurate as promised
Of course, email list providers promise a wealth of data. Often times they keep their promise. But the quality of this data is often fraught with errors and the information is completely useless. Addresses that are no longer active also like to appear in the lists. That means: If you write to such addresses, you will be branded as a spammer.
The addressees don't want to know anything about you
Ever thought about the fact that the people on these lists are not interested in you at all? As a rule, emails from unknown senders and promotional emails are immediately marked as spam. With a consistently penetrating inbox, you can in the best case still be described as annoying. In the worst case - and this is more the rule - penetration damages your reputation.
You are damaging the ESP
Most e-mail service providers (ESP) have specified certain regulations in their general terms and conditions. One of them is: You shouldn't spam anyone on the list. In most cases, the IP address can be traced back to the ESP from the emails sent. This means that if you send spam, the image of the respective ESP also suffers.
The goal of every email contact must be to build a personal and familiar relationship. This is extremely difficult with email lists. As already explained, these lists often contain many errors. So if you try to give a personal salutation or a personal touch to the email by addressing the target person, the endeavor can end badly. An example: You are writing to someone who, according to the list, works for company XY. So you knit that information into the message. This is misinformation. In truth, the person works for another company. So you appear completely dubious and will be marked as spam.
So easy that everyone can do it
You're not the first, and certainly not the only one, to use such a list. So always keep in mind that a competing company is currently using the exact same list for its purposes. Do better and avoid buying email lists by getting active and, most importantly, creative yourself.
Reduction in deliverability
Sending messages via email lists can shut down your email activities entirely. Because as soon as the ESP detects too high a volume of sent e-mails, the messages are simply no longer forwarded. Since emails are often the only means of communication to their customers for companies, you should think twice about taking this risk.
Lists can negatively affect your CRM
If you notice that most of the contacts from the list are no longer up-to-date or even genuine, you automatically lose quality in your CRM system. There is a risk that relatively quickly you no longer have an overview of which contacts have received your messages and which emails go nowhere. Over time, you can no longer determine which contacts you can keep going and which you can't. The result? Customer relationship does not exist at all or cannot be maintained accordingly.
Email lists can also drag the morale of your potential customers into the basement. If there are any reactions to your messages, they will often be as follows: "Stop writing to me", "How did you get my contact details?", "You have already written to me ten times" or simply "Not interested". If a person reads these answers daily, morale is broken in a timely manner.
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