We understand that acquiring subscribers is difficult and that there is a great need to establish a strong mailing list. Initially, you may believe that you are not addressing a large number of individuals since you just got a few members, and you’d be inclined to buy the thing.

And besides, it’s still very inexpensive to purchase a mailing list; it’s much more difficult to create a list through strenuous work and techniques. However, as enticing as it may be to purchase a widely accessible email list and instantly begin email campaigns, this is the worst action you can take for your organization.

What Are Purchased or Rented Email Lists?

There are numerous businesses that offer or rent databases. These are email address pools that sellers provide to any company or person willing to pay for them. If you receive your mailing list from a 3rd person, such as an email list provider, it is known as a purchased list. 

Usually, an emailing list contains the contact information of potential clients. Additionally, based on the solution provider, you may have accessibility to additional demographics, and LSM levels. Everything just sounds reasonable to get a database of contact information for the specific demographic you’re searching for and expecting to convert into consumers.

The unfortunate reality is that it is usually a bad idea and frequently proves to be a significant waste of resources. Additionally, the distributor is not obligated to ensure the database’s functionality and is merely giving you a database of personal details.

If you’re thinking to purchase a mailing list to begin your advertising strategy, here are reasons to not purchase an email list.

Email Service Providers Do Not Support The Purchase Of Lists

ESPs will question you initially if your mailing database is opted in, which means that subscribers have chosen specifically to get messages from your organization, and several ESPs may also request listing members to sign up again.

Additionally, ESPs track everything that passes through their network and will discover if anyone wants to transfer to a target list. By monitoring its clients and the content of their messages, the ESP can keep a positive sending status, ensuring that the email messages sent by their users are received.

Indeed, ESPs rely on a positive sender profile to sustain and expand their own businesses, therefore they handle it extremely carefully. If something disrupts the system’s performance and affects their business and consumers, they will track out the offender and ban him from their network.

Quality Of The List Will Result In Reduced Open Rates

The key to internet marketing performance is not owning a large email list, but a collection of the appropriate individuals. If the integrity of your database is poor, it will harm your message delivery. They are almost certainly uninterested and will despise getting the emails you put so much work into.

If a person hasn’t ever received a message from you, they are unlikely to read your message. Not only will this be a waste of effort, but it can also have a severe effect on the functioning of your message. It can also affect your bounce rate and deliverability. 

Delivering Messages To Purchased Lists Can Result In Spam

Purchasing an email list can undoubtedly assist you to improve one of your statistics, however, it is the one you would like to maintain at a minimum i.e. Spam Rate.

When a user receives messages from a provider they haven’t ever heard of or consented to, it is more certain that he would label these as spam. At this point, you will experience a real concern. 

You May Risk Social Media Backlash For Purchasing Lists

It will only need one unsatisfied person from the bought email list to discover your spam emails and complain about them on numerous internet platforms such as Facebook and Online forums. If you’re a moderately well-known company, this represents significant reputational harm and trust and is most certainly not worthwhile.

Infiltrating Others’ Mailboxes

Keep in mind that you are delivering marketing emails to individuals. You design your message to be easily readable and include calls to action to entice users to engage. Making your way into someone’s mailbox without their consent is similar to attending an unwanted family dinner thrown by people you don’t know. This is not an effective method to initiate communication with a consumer or client.

The majority of individuals are smart with their email addresses and will immediately recognize whether they joined up for your mailing database or not. Even if some of these arguments weren’t sufficient to urge you to never purchase a database ever, there are also international anti-spam regulations to explore. The majority of spam policies expressly prohibit marketing to purchased lists.

Your Reputation Can Be Harmed

It’s a scary thing to know that a marketing stunt has backlashed and harmed your reputation. When you start getting reported for spam, your domain and IP reputation also begin to get low. It may be the sole effect of utilizing a purchased/rented database and it is certainly huge.

Bad Sender Reputation

You need to reconsider your strategy; are you ready to take a risk on your online identity? It can be a huge stake. ESPs have a variety of methods for dealing with inbound email messages’ poor reputation, including throttling, spam classification, and blacklisting.

Sending Unsolicited Messages May Result In Legal Problems

Although purchasing an email list is not unlawful, using those databases to deliver commercial emails to persons who have not expressly consented to have such information could be. This is governed by the legislation of the country in which the email receiver lives.

Today, some company owners are unconcerned about those restrictions and therefore are desperate to take them on. However, what about the prospective consumers who get these emails? It communicates loudly to them that this corporation does not value their privileges or confidentiality. What a way to get off on the bad track.

Even though the database seller asserts that the email subscribers have consented to accept marketing communications, there is no way to know for certain. Consider who would do that. Who would freely give away their personal details and consent to accept bulk advertising messages?

Another point of contention with bought databases is the technique used to obtain the addresses. Typically, these emails are gathered by algorithms that scan the web in search of them.

Incorrect Addresses Lead To Poor Delivery Rates

A purchased database is expected to have low-quality data. When you reach out via email marketing to a purchased list that contains inactive addresses, your bounce rates will go up greatly. Your total marketing metrics will be disappointing because a large portion of the database will be impossible to deliver.

email list 

Another possibility is that outdated emails become spamming baits. These are personal emails that have been created particularly for the purpose of locating people who subscribe to suspicious lists, and they will do considerable harm to your mailing image. A poor sender profile can impact your deliverability, which means that fewer of your messages will make it to your readers’ mailboxes.


There are several advantages to investing resources in building your email list rather than purchasing one. While purchasing an email list may appear to be a simple solution, it will cost you dollars in the longer term and will harm your business’ reputation.

When you wish your message to reach the mailbox and also be viewed, ensure that the recipient mailing addresses are opted-in and properly developed. The energy spent developing a strong mailing list will pay off in terms of engagement and sales.

If you are looking for a reliable email marketing platform to start implementing your email marketing strategy, head to Mumara.

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Ken McCarthy

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