To buy a list or build a list? It’s certainly much easier (albeit more expensive) to buy a list, and takes far less time and effort. So why shouldn’t you do it?
Unwanted Messaging = Outbound Marketing
If the prospect has never been to your website, indicated an interest in your resources, products, services, or even industry, you’re interrupting them. Typically they’ve “opted in” at some other site when signing up for something, and you have no idea if they are or ever will be in need of your product or service.
Being Flagged as Spam
This can be quite dangerous. If folks don’t recognize your company, there is a high likelihood that they’ll move your email to a junk or spam folder. This helps them train their inbox to show only the emails they want to see, but this also sends a signal to their email provider about what emails to filter out. Once enough people click that button, you go on a “blacklist”, which is then shared with other email providers. Once you get on the blacklist, it’s very difficult to get off. This is why an email service provider will ask you to verify that the list you are uploading had opted in.
Getting lost in the noise
Rest assured, many other folks have also purchased this list. The folks on it are probably getting lots of other messages. Ever signed up for something online, only to see your inbox fill up with unwanted emails soon after? Chances are high that your message will be lost among all the other emails they’re getting.
So how Do I build a Good List?
Opt ins from your own site! Each lead you get from a contact request, whitepaper or other resource download, or signing in to your newsletter is someone that has been to your site, is familiar with it, and has shown interest in your product or service. Just remember to remind them why you’re sending that next email, what they’ll get out of it, and brand it well so they recognize it’s coming from you right away. You can also ask them add your email to their address book.
Have you ever purchased an email list and saw good results?