{"id":11634,"date":"2016-12-20T10:34:55","date_gmt":"2016-12-20T15:34:55","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=11634"},"modified":"2016-12-20T10:34:55","modified_gmt":"2016-12-20T15:34:55","slug":"buying-email-lists-bad-idea","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/","title":{"rendered":"Is Buying Email Lists Ever a Good Idea?"},"content":{"rendered":"<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11680\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists.png\" alt=\"Buying Email Lists\" width=\"1200\" height=\"600\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists.png 1200w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists-300x150.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists-768x384.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists-1024x512.png 1024w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">It seems like a quick fix: you need an audience, and you have some great email templates ready to go, so you buy a list of members of your target audience to send the email to. But does success really work that easily? <span class=\"s2\">Is buying an email marketing list ever a good idea<\/span>, or are the naysayers correct when they <a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/32892\/Why-Purchasing-Email-Lists-Is-Always-a-Bad-Idea.aspx#sm.0001a1y5gvua9faawum1ianms8opt\"><span class=\"s2\">call it a &#8220;kiss of death&#8221;<\/span><\/a> for your email marketing efforts?<\/span><\/p>\n<p class=\"p1\">The answer is simple: The naysayers are correct. <strong>Buying email marketing lists is a bad idea.\u00a0<\/strong><\/p>\n<p class=\"p1\">Not convinced? Here are four reasons why you should stay away from purchased email lists.<\/p>\n<h2 class=\"p1\"><span class=\"s1\">1. Software Implications<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">First, your email marketing software may prevent you from using purchased lists in the first place. Platforms like MailChimp and Constant Contact now require that any subscriber lists you upload <a href=\"https:\/\/www.hostgator.com\/blog\/2015\/07\/08\/how-to-use-email-marketing-to-create-and-grow-customer-relationships\/\">have opted in to contact from you<\/a>, which &#8211; by default &#8211; is not the case with purchased lists. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In the worst case scenario, ignoring the requirement means your account could be terminated. But ultimately, even without punishment, this decision by email marketing platforms should raise an important question for your marketing efforts: why do they not want you to upload these types of contact into their software? The answer provides a compelling argument against using purchased lists.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">2. Bad List Quality<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Services like MailChimp know just as well as experienced marketers that purchased lists are not as accurate as their organically grown counterparts. That means you cannot rely on personalization features, which will make your email <a href=\"http:\/\/www.cmo.com\/features\/articles\/2015\/2\/18\/mind-blowing-stats-personalization\"><span class=\"s2\">significantly more effective<\/span><\/a>. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">It also means that you will work with more inaccurate email addresses, which will inevitably bounce upon your send. Too many bounces means that Internet Service Providers begin to consider your send email address as spam, and become more likely to mark them as such as soon as they reach your audience&#8217;s mailbox.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">3. Long-Term Consequences<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">The previous point already hinted at a potentially devastating effect of bad list quality: too many bounces will negatively impact future email sends. The same is true in a variety of other ways, as well. Most importantly, recipients who have not opted in to receiving emails from you are exponentially more likely to unsubscribe, or report your email as spam manually.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The more of your recipients that take one of these undesirable actions, <a href=\"https:\/\/www.hostgator.com\/blog\/2016\/05\/31\/starting-a-newsletter-how-to-avoid-email-abuse-complaints\/\">the worse the situation gets for your email efforts<\/a>. Suddenly, ISPs mark even future emails to your core group of customers as spam, because they have recognized previous bad performances and high bounce\/spam rates from the sender address. In fact, these long-term consequences are precisely why email marketing platforms require certification that your contacts have opted in previously.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\">4. Lack of Results<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Finally, a major reason to stay away from purchased lists is deceptively simple: emails sent to this group simply don&#8217;t generate the same results as emails to organically grown lists. A 2014 study\u00a0offered significant evidence in this regard, showing that <a href=\"http:\/\/marketingland.com\/dead-inbox-arrival-study-shows-purchased-email-lists-arent-worth-dime-93362\"><span class=\"s2\">open and click rates dropped dramatically for purchased lists<\/span><\/a>, while complaint rates multiplied.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Given what we discussed above, these results make sense. They also show a simple truth that marketers have to internalize: <strong>quicker is not always better.<\/strong> Spending money on a purchased list can seriously\u00a0your long-term brand awareness and conversion goals.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It seems like a quick fix: you need an audience, and you have some great email templates ready to go,&#8230;<\/p>\n","protected":false},"author":161,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-11634","post","type-post","status-publish","format-standard","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Buying Email Lists Ever a Good Idea? - HostGator<\/title>\n<meta name=\"description\" content=\"Hint: the answer&#039;s not yes. Here are four reasons why buying email lists can be a &quot;kiss of death&quot; for your email marketing efforts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Buying Email Lists Ever a Good Idea?\" \/>\n<meta property=\"og:description\" content=\"Hint: the answer&#039;s not yes. Here are four reasons why buying email lists can be a &quot;kiss of death&quot; for your email marketing efforts.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\" \/>\n<meta property=\"og:site_name\" content=\"HostGator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HostGator\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-20T15:34:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists.png\" \/>\n<meta name=\"author\" content=\"Henry Green\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/thebloggernewb\" \/>\n<meta name=\"twitter:site\" content=\"@HostGator\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Henry Green\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\"},\"author\":{\"name\":\"Henry Green\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/#\/schema\/person\/4fec1455976adada6083db4d6321b5e1\"},\"headline\":\"Is Buying Email Lists Ever a Good Idea?\",\"datePublished\":\"2016-12-20T15:34:55+00:00\",\"dateModified\":\"2016-12-20T15:34:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\"},\"wordCount\":546,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists.png\",\"articleSection\":[\"Marketing Tips and Tricks\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\",\"url\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/\",\"name\":\"Is Buying Email Lists Ever a Good Idea? - HostGator\",\"isPartOf\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.hostgator.com\/blog\/buying-email-lists-bad-idea\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/07\/Buying-Email-Lists.png\",\"datePublished\":\"2016-12-20T15:34:55+00:00\",\"dateModified\":\"2016-12-20T15:34:55+00:00\",\"description\":\"Hint: the answer's not yes. 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