Why it's a bad idea to buy an email list

Email marketing is one of the most effective digital tools, if you do it right. But if you buy an email list out of desperation, you'll achieve the opposite of what you want: less trust, less openness, and even penalties. In this article, we'll show you how, why it is forbidden to buy an e-mail list, and how to build your own list that actually works - completely free.

The 3 common list building methods

• Purchased list: email addresses purchased from third parties (often without GDPR compliance).
• Rented list: you are not sending the email, the list owner is, but it may still be suspected spam.
• Opt-in list (the best way): people will voluntarily sign up to you in exchange for a valuable offer.

Why is it illegal to buy an email list?

1. You are in breach of GDPR: you do not have the express consent of the recipients.
2. Most e-mail service providers (ESP) do not allow it: you could face serious penalties, your account could be blocked.
3. High quality titles are not for sale: if they are sold, it will probably be a worn-out, worthless list.
4. People don't know you: are more likely to be reported as spam.
5. You're ruining your deliverability and your IP reputation: spam traps and bounces are expected.
6. You'll be annoying: they didn't ask you for an email, and they will feel it.
7. ESP may suspend your account: especially if you receive mass unsubscriptions or spam alerts.

Alternatives to purchased lists

• Inbound marketing strategy: attract customers with useful content.
• Lead generation campaigns: such as blog articles, downloadable materials, free trials.
• Expert content: show that you have valuable knowledge.

How to build a free, opt-in email list

1. Creating gated content: e.g. e-books, templates that can be downloaded in exchange for an e-mail.
2. Developing useful tools: e.g. calculators, generators (e.g. Blog Topic Generator).
3. Promote your content: leverage your blog, social media, PPC and email channels.
4. Creative campaigns: ask your readers to share useful content.
5. Share your emails: use the "Forward" and "Share" buttons in your emails.

Summary

Email list building is not a sprint, it's a marathon. The opt-in list building slower, but more stable, legitimate and much more efficient than bought lists. Build trust, add value, and subscribers will come to you willingly.