Do Not Buy an Email List

About a month ago, my client said, “Hey, Katrina, I like your idea about email campaigns, let’s start one. So, where do we buy an email list?” 

Buy an email list? Uh… 

Dear Small Business Owner,

Please. Please don’t buy an email list.  This is a waste of time and money.  I promise.  I’ve done the research for you and can assure you, buying an email list is not the way to build your business.

I have to confess that I’ve never had to buy an email list.  So, when my client asked me about it, my gut immediately replied, “Don’t buy a list!”  but I said, “Well, let me look into it for you.” 

I first consulted two marketing pros in my circle of colleagues and they both said, “No way. Don’t do it.”  One of them had even purchased a targeted list from a well-known magazine.  They had terrible results.  She said that her firm would not repeat the mistake again.

Then, I did some online research.  Again, not one marketing professional supports buying an email list.  Every single one says, “Don’t do it.” 

Third, I learned that most reputable email campaign software tools won’t let you use purchased email lists.  Constant Contact, a popular vendor, says, “Constant Contact has a very strict permission-only policy, and it is a violation of our policy to use purchased lists with our service. If you do not have email addresses for your customers already, we suggest that you begin to collect them.”

I also read this straightforward article that sites four reasons you don’t want to buy an email list.

1. List Fatigue
2. List Quality
3. Permission
4. Legal and ISP Issues

I leave it to this well written article to explain the details: Email Marketing Bulk Email Lists 

Now, here’s the final reason not to buy an email list. The reason is harder to sell, frankly, but is important nonetheless.  There’s this whole strategy around internet marketing, or interactive marketing, that’s very new to traditional business models. 

Interactive marketing is about transparency, relationship-building and integrity. 

Email marketing is best used a relationship-building tool. 

Just think about it this way.  You do business with banks, stores, schools, etc.  As you sign up with them, you usually agree to receive emails from them.  Sometimes you don’t see that little opt-in (those clever designers), but generally, you know who you do business with.  When you select “yes, I want to receive email from you” you genuinely do want to receive email from that source.  The control is then in your hands. You can read the email, save it or delete it.

So, when I get an email from Kohl’s, I  know why I am getting it. On the other hand, I just checked my yahoo file and found an email from PharmacyNow@yahoo.com, and I’ve never heard of those guys (spam!). 

When I do read my emails, I learn more about the organization/company and what they are offering me today.  As I read their emails, I develop a relationship with them.  I do.  I really do.  And so do you. 

I know that sounds weird.  Develop a relationship with your customers? Put all this money and time into email to develop … relationships?  Well, yeah.  I buy more from Kohl’s and Lands End now that I get email from them. My neighbor prints and uses her JoAnn coupons that she receives via email.  My husband and I love to hear what’s happening with Lifewater International and then we donate more to them when we can.  

When I get email I didn’t ask for, however, I think of that company negatively and assume that they are not a company of integrity.  My friend was the marketing director at an international communications company and she kept receiving emails from a sales company.  These were emails she didn’t sign up to receive.  She determined that they were not honest or reputable, particularly after she asked them to stop sending her emails and they didn’t.  Not only did they not win her business, she doesn’t have anything good to say about them. 

If you are a small business, you can’t afford a bad reputation. You can’t afford to be blacklisted.  You can’t afford to buy an email list that doesn’t net sales. 

I reconvened with my client and said, “You don’t want to buy a list.”  He was not happy to hear this because he needs to fill the pipeline, pronto.

I know you need to sell. You need to fill the pipeline. You don’t want to take the time to build an email list because you know it’s going to take a lot of time.  I get that. I own a small business too. It feels like a dead end when you realize you can’t just send emails out to anyone.

 It isn’t a dead end.  There’s a window to that seemingly closed door…and it’s called “Opt-In”.  It takes time, but it’s worth it.  With Opt-In emails and list building, you’re going to develop a following, loyalty, and, yes, customers!  I’ve done it many times with great results.  And you can too!

Want a list of opt-in ideas?  Just leave me a comment and I’ll email you my list!

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