Buying E-Mail Lists Is Risky, Short-Sighted Marketing

Warning: Buying an e-mail list can be hazardous to your marketing health. Many businesses are enticed by the notion they can quickly and inexpensively spur e-mail marketing success by purchasing an e-mail list for unlimited blasts. A recent MarketingProfs.com article spelled out how dangerously short-sighted that can be. There are two big risks to your business. First, you can damage your "sender score," an algorithm based in part on your company's e-mailed ratio of bounces and spam reports, which are naturally higher in purchased e-mail lists. With a low sender score, even your mail server's non-spam messages to customers can end up filtered into the trash instead of inboxes. Second, you can get blacklisted, so all your e-mails are blocked. Purchased e-mail lists can contain spam traps or defunct e-mail addresses that trigger blacklisting. B2B companies need to be especially careful because many corporate domains use spam reporting services, such as spamcop, to identify and block e-mails from blacklisted senders.  What's the alternative to list purchase? Use an inbound marketing strategy focused on good content to attract opt-ins from traffic to your web site, blog, e-letter, or webinar. Increase opt-ins by giving choices in the type and frequency of electronic messaging, and by offering a clear benefit to e-mail subscription, such as e-mail-only discounts. The organic opt-in approach will take longer, but it will create a marketing database of long-term value. For more ideas on opt-in building, see the full article at http://www.marketingprofs.com/articles/2013/10205/how-to-gain-subscribers-without-buying-email-lists