If you’re a marketer, you’re likely to be very busy with managing your sales funnel, increasing brand awareness, driving traffic, boosting audience engagement, all while creating valuable content pieces, and finding any shortcut to success may sound appealing. And one shortcut that attracts many business owners is the idea of buying an email list.
You may think that buying an email list is a quick way to get some business, but it’s actually a huge waste of time and money. It’s one of the shortcuts that just doesn’t work and will cause your business more harm than good.
Let’s take a look at five reasons why buying a list is a really bad idea! Then, tell you exactly what you can do instead to quickly grow your business with email marketing.
1. You don’t know where the list came from.
Most lists are no good, and you can’t trust the quality of them. Those who sell email lists tend to up sell by making all sorts of claims about the list, but there is good chance you’ll encounter problems. This can be missing or incomplete data, having outdated information, or even come across email address that are illegally registered online(CAN-SPAM Act).
2. Spam Alert! The people on the list don’t know you.
When people first join an email list, they are giving permission to receive related content from the original content provider. If the list ends up being sold to another company, readers will simply see your messages as unwelcome spam.
3. No good for reputation.
People on email lists probably don’t know you and most likely do not want to know you because they never opt-in with you in the first place. This can lead to people marking your emails as spam, making email delivery harder, not to mention what being thought of as spam does to your brand credibility.
With 43 percent of email recipients clicking the spam button just after seeing who the email was from, you want to create the best first impression possible. And that is not by intruding their inbox with emails they never asked from you.
Buying an email list opens you up to broader problems with your reputation. If your list doesn’t have that initial connection, it would be very difficult, if not impossible to establish a solid relationship with your audience.
4. Email marketing experts advise against.
There are tons of email marketing strategies and opinions out there, but one concept that marketers have in common is that buying an email list is bad for business. Buying email lists is a waste of money and time, and may seriously harm your company.
5. Good email addresses lists aren’t for sale.
Think about it, if someone actually had a good email list, why would they sell it? They would keep it to themselves because they don’t want to see the value of those email addresses diminished by letting other people use it.
So what should you do instead? Grow an opt-in email list of your own.
Email is the most scalable way to make sales with new customers and build deeper relationship with customers, it would be foolish not too take advantage of this long term marketing tool that is only adding value to your business.
Don’t be the business owner that misses out on engaging with your audience, driving new business traffic, and protecting your business from any changes in search and social algorithms. You don’t want to regret not starting today!
For more information about building an email list from scratch, check out this blog:
How to Build An Email List in 7 Steps