Why buying lists is the end of the end for email marketers

Buying email lists is the end of the line for digital marketers. While you might be like a bull at a gate as you start your campaign and want subscribers now, buying lists is such a bad idea for a range of reasons which I will go into in later on in this blog.

Put the shoe on the other foot, how do you feel about receiving unsolicited emails from businesses and organisations that you've signed up for... it's pretty annoying and your immediate reaction is usually to unsubscribe.

Apart from the fact that buying lists costs some serious coin, there are a stack of explanations and deterrents for avoiding buying lists at all costs.

Ok, let's strip it back a little, and focus on the reasons why you should avoid buying lists at all costs. A few of my top pearls of wisdom are outlined below:

You can't trust the quality of the lists - this pretty much speaks for itself. When you set out to buy a list you are basically throwing your cash in the air metaphorically as your chances of getting complete data and information that is up to date is basically zilch. Yep, that's right, you really don't know what you're getting when you buy a list and the list sellers know that too. While you might be pumped to have access to tens of thousands of emails and names, you list could end up being completely rubbish and you'll end up where you began in the first place albeit a few thousand dollars poorer.

Spamming is not marketing - yep, you heard it right, buying a list is essentially spamming and your credibility will be completely shot as a professional marketer is you start buying and using lists. Even if your emails are works of art and well written your unsolicited emails will be banked into the junk mail folder never to see the light of day. I'd avoid being seen as a spammer at all costs and take the time to engage in quality list development, similarly, if you have a client who is looking for a quick fix and wants to buy a list I will either steer clear of the project or develop a secondary option for the campaign.

Your emails will probably get stuck in spam filters - buying lists is why spam filters were invented so your campaigns run the risk of being blocked by your service or email service provider in any case. MailChimp and AWeber have very strict policies when it comes to spam, so you could be shooting yourself in the foot and jeopardizing your future email campaigns if you start buying and sending using a list.

There are legal consequences - putting aside the fact that buying a list and sending spam emails are annoying, will ruin your reputation and you'll get a poor response rate, another element to this story is the legal implications of unsolicited bulk mail. To combat the influx of annoying bulk email campaigns, many countries have developed fines and legal implications for sending mail via purchased email lists. Be aware that you are treading into dangerous territory and be prepared for a backlash should your email be received by a person who has a firm grasp on digital marketing law.

The 'good' emails aren't for sale - this may sound a little conceited, but if emails are being bought and sold there is probably a reason for it. 'Good' email addresses are kept close to marketers chests and they are not up for sale. Also consider the fact that if your email has been sold, you're probably going to close down the account or set up a new email in any event which makes the whole email buying and selling process a farce as far as quality is concerned.

Your IP reputation will be shot - If you're looking to buy a list there is absolutely no way you can know about the history of the email addresses you are purchasing, which means you are exposing yourself and you IP to significant risk. You spend months, sometimes years developing and protecting your IP, why would you risk it by sending out an unsolicited bulk email anyway?

Ok, now I don't just want to come across as a neigh sayer so at this point it's time to share a few tips on what you can do to grow your email list organically without buying a list.

Here's my top tips for email list growth:

Create clever content - engage with your audience so they have no option but to opt-in and provide their email address. Create amazing landing pages, webinars, ebooks and content that is personalised and written for your specific audience.

Generate regular content that converts - whether it's blogs or backlinks, by creating content regularly will continuously grow your list and lead generation. If you have a blog and are adding CTA's and key messages that motivate your subscribers over one year you will notice the influx of subscriptions.

Get creative and add in infographics and images - your audience wants to be entertained and to stand out you will need to ensure that you create interesting campaigns that offers content in an easy to ready format.

Offer a freebie - yep this old chestnut will usually engage a certain percentage of subscribers. Whether you offer an eBook or another type of freebie an incentive is a great way to get subscribers over the line.

Use a reputable ESP - using a program such as MailChimp or AWeber is an effective way to offer the very latest features for your campaigns. These two platforms in particular are constantly evolving so you are getting the best features for your campaigns.

Make your opt-in messages clear and easy to find - use an opt-in function which is bright, to the point and easy to spot for the user. Don't assume everyone will be able to find your sign up area and consider testing the best area for the placement of the signup box or link.

Well, that's my two cents worth for the whole list buying argument. While there will always be the temptation to buy lists for a quick boost to your email list generation, consider avoiding unsolicited lists at all costs, they are more trouble than they are worth.