If you have a business, it is understandable that you want to grow and expand your business quickly. There is a need to reach as many people as possible and if business is not coming your way, it is easy to understand why you would be willing to take action that gives you access to more customers. This is where the idea of buying an email list will seem like a good idea. This can provide you with a potential customer base to reach in a short space of time but in the long run, it may not be a good idea.
Here are some of the top reasons why businesses shouldn’t purchase email lists:
• No guarantee of quality with this list
• Good email lists are very rarely up for sale
• The recipient doesn’t know who you are
• Your company could get blocked or blackballed for spam activities
• Would you enjoy receiving unsolicited emails?
If you are an up and coming business, you may not have a lot of money to spend. You may think that the purchase of an email list will be more than worth its cost if it turns into sales and new customers for you. This is the hope but to be honest, there is no guarantee of the quality of clients you will gain access to when you buy a list.
The email addresses may not alive, the accounts may not be manned or they may not be relevant to you and your business. While the thought of getting access to a huge email list sounds very appealing to businesses and could provide an affordable return on investment, it rarely comes through in real life.
Another thing to bear in mind is that good email lists are rarely up for sale. This is because the firms that have access to these good email lists are not going to sell them. Firms with a strong email list have worked hard to develop them and nurture them for their own needs. Even if you were to get hold of a good email list, there is no guarantee that it is going to be of value for you. Email list sellers are commonly looking to offer quantity and as most business people understand, this is no mark of quality.
Email marketing depends on the relationship, not the email itself
Let’s be honest, the major reason why businesses should not buy email lists as part of their digital marketing strategy is the fact that the recipient doesn’t know who you are. It is not the email that creates the sale; it is more often the continuation and development of a previously arranged relationship. The email may be at the final point in many companies sales plan but you cannot just skip to the end and hope for the same results.
Email lists created through sign-up pages or obtained in return for free gifts are part of a relationship between the business and customer. This is the real secret to the success of email marketing, not the actual emails. This means if you send an unsolicited email to a client, there is no guarantee the client will read or be interested in your offer.
Spam email is a big problem and there are many companies providing services to block companies sending out spam emails. This is where the purchase and use of a bought email list may cause problems. If your email gets recognised as a spam account sending emails to bought lists, your company may be listed and marked as a spammer. This may have repercussions in the future if you look to carry out proper email marketing campaigns.
Lastly, would you be happy if your time was being taken up with unsolicited emails? This is exactly how your recipients will feel and this is unlikely to transfer into a feeling of where they would be happy to buy from your business.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.