Top five reasons for NOT to buy email lists

By OctaneGo, December 27, 2011 | Tips & Resources

Top five reasons NOT to buy email lists

There can be no doubt that email makes marketing easy. So easy in fact, that sometimes businesses are willing to sacrifice common sense for what they see as a quick and sure way to gain attention. Yes, we are talking about the (in) famous Email Lists. Some people like to call them “bulk” email lists, but the nature of the beast remains the same.

In today’s post, we want to talk about why buying email lists is the easiest and the sure shot way to defeat your marketing goals. Most of this stuff will seem “obvious”, but then human beings are surprisingly good at neglecting the obvious! So without further ado, let’s start.

Why NOT to buy email lists

Here’s why we are against the idea:

  • You can’t buy loyalty: If there’s one factor you should understand more than any other, this is the one. Loyalty grows from familiarity and appreciation, things that just can’t be sustained through buying. Are the email recipients going to care about something they have never heard of before? Most likely not.
  • Shooting in the dark is no communication: When you buy an email list, you have no idea who the people are, what they do, and what they want. Under these circumstances, it is impossible for you to create a message that is going to appeal to them. What if you are a car manufacturer and the majority on the email list you just bought are in their pre-teens!
  • Permission marketing is not just a buzzword: People are always surrounded by salesmen. Always. And they hate the usual sales pitch. And so when those thousands of recipients on your email list are annoyed by a message they never asked for, you know what they are going to do: mark as spam!
  • It leads to poor analysis: Marketers always try to improve their communication based on the responses they get. But when you have no idea what type of person received your email, analyzing the response means nothing. The next time around, you’ll still be making mistakes, only just worse.

So, what’s the way out?

As we at Octane email Marketing have demonstrated time and again, there’s no alternative to using a world-class email marketing system and growing your own personal list methodically. Moreover, what you gain from here is permanent and priceless.

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