While buying email lists might seem like an easy way to build a list of subscribers, it can damage your reputation and the deliverability of your email campaigns. These types of lists typically contain poor quality email addresses and spam traps. Spam traps are fraud management tools that monitor email communications to identify spammers and senders with incorrect contact management practices.
One thing Internet Service Providers (ISPs) monitor to determine whether they should deliver a domain’s emails is the quality of the domain’s contacts and the recipients’ engagement. By contacting people from purchased databases, your messages will be considered unsolicited emails, and there’s a big chance that you will experience high bounces and low engagement. It will hurt your sender reputation, and that will cause emails to go to the spam folder instead of the inbox.
Also, the General Data Protection Regulation (GDPR) requires that each subscriber must explicitly opt-in to receive any email marketing. This means that the GDPR does not allow brands to use purchased email lists since those subscribers didn’t formally opt-in to receive their emails. So, not only will buying a list of emails put your email deliverability at risk, but it also goes against the requirements of the regulation.
Purchasing email lists will hurt your marketing efforts and your marketing strategy, as this is considered as a spamming method by ISPs, email clients (Gmail, Yahoo!…) and Email Service Providers (ESPs). To properly collect email addresses and improve the deliverability and conversion rate of your email marketing campaigns, you should:
Result
Building organic contact lists instead of purchasing them will help you protect your sender reputation and increase your deliverability rate.