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Jenny Lassi

By: Jenny Lassi on November 4th, 2014

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To Buy or Not to Buy: Purchasing Email Lists for Email Marketing

Email Marketing

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

All marketers have been tempted by the idea of purchasing a 3rd party list or using a co-registered list to cast the widest possible net while prospecting new members or marketing an event to members/non-members.

Reaching out to new people could mean higher new member conversions, right? Perhaps, but for every step forward, you are most definitely taking 10-steps backward in terms of your brand perception/awareness but most of all, your deliverability

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The Top 3-Reasons HighRoad Solution does not endorse purchasing email lists:

1. Sending an email to an email address that has not specifically asked to receive your email does mean your email is unsolicited, is SPAM and violates the Acceptable Use Policy of HighRoad as your email service provider (it should also mean that you're violating the acceptable use policy of any email marketing company as well)

2. Brand damage because you look kinda shady

3. Email reputation and/or Sender Score damage against your IP and Sending Domain because you aren't fooling anyone and the email network that's sending out emails knows who you are and counts this type of flooding of the market with promotional emails as a ding against your deliverability score


NOTE: When attempting to reach out to a legitimate prospect list with aqcuired leads from your organization's own inbound marketing programs, please note that the time of year you reach out could also be hurting your deliverability/sending reputation. 

Avoid reaching out to prospects from late-August until mid-January. Internet Service Providers (ISPs) make their inbox algorithm more restrictive due to increasing holiday email volumes during this timeframe. The increase in volume, lower engagement and increased complaints will make delivery to your members with your usual email traffic more problematic during that time. Go with the flow! Lean on the experts at HighRoad for strategic campaign planning.  email-strategy-cycle