Hey girl boss, we heard you’re looking to grow your email list? Well, you may have done some research and now you’re considering one of two options: building an email list organically or purchasing an email list. Both are options entrepreneurs consider, but we’re here to steer you far away from buying an email list (or followers in general).
First, why are email lists so important in the first place? Well, it’s one of the best forms of marketing because it gives you direct access to your audience. Not only that, it is the most inexpensive but yet effective forms of digital marketing. And compared to other types of marketing such as FB, PPC, etc, you really get the most bang for your buck. For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019). So, trust us (or any other digital marketing agency), when we say that email marketing is a great strategy for your biz!
However, one mistake we’ve seen several businesses make is purchasing an email list. So today we’re going to share 5 reasons why you should never purchase an email list if you’re trying to grow your audience and build a reputable brand.
1. IT’S A MONEY WASTER
The #1 reason is that first and foremost, it’s a huge waste of money. Just think about it, whenever you’re buying an email list it’s VERY likely that the audience is not interested in what you do or offer. And, every time you spend money advertising to somebody outside of your target market, you’re wasting your precious marketing dollars. The SAME applies to marketing on Facebook, Google, or any other platform. Just imagine hanging a billboard up for snow gear in the Sahara desert… Yes, maybe a few people traveling to the cold may need some snow gear. But, overall- it’s just a waste of money.
2. LOW PERFORMANCE EMAILS
Remember that awesome statistic we included up there? For every $1 you spend you can expect an average ROI of $42? Yeah, the likelihood of that happening with a purchased email list is slim to none. Again, the premade list you’ve spent money on is likely, not interested in your business. So not only will you be wasting $$, but your open rates, click-through rates, and conversion rates will be low. And, your unsubscribe rates high! Remember, we’re not just looking for a large number of subscribers, we’re looking to build a loyal customer base that will actually spend money with you. We ain’t got time for nobody else!
3. AGAINST AD PLATFORMS AND ESP POLICIES
Aside from how it can hurt your business, it’s very much against most online platforms’ policies. Want to upload your purchased email list to MailChimp or any other EPS (email service providers)? You’ll most likely end up not being able to send emails, getting your account shut down, and possibly even having legal action taken against you. The same applies to uploading email lists to Facebook to create lookalike audiences. To put it plainly, it’s against their policies so just don’t do it.
4. OTHER BUSINESSES ARE USING THE SAME LIST
Just think about it, if you purchased an email list the likelihood of another business purchasing the same exact list is high. How annoyed would you be to receive a bunch of emails from multiple companies you never opted-in with? Not only would you unsubscribe, you may just take the L and get a new email address at that point!
5. CAN SERIOUSLY HURT YOUR BRANDS REPUTATION
Last, but not least, buying an email list can seriously hurt your brand’s reputation. You could offer the best services or products, but if people feel like you’re spamming them (which technically you are bc they never opted-in with you), they will not care about your business at all. As a matter of fact, they will likely associate your business with negative and spammy feelings. You will not be taken seriously and you will definitely not build the brand loyalty your business needs to grow.
Now, I know what you’re thinking. What do you do when your email list is non-existent? Well, that’s a whole other question for another day. But, for now, we suggest reading Jenna Kutcher’s 5 Strategies That Help Her Add 5,000 Subscribers to Her Email List Every Week. It includes some important strategies such as offering freebies and creating funnels that not only we use, but reputable digital marketing agencies as well.
Okay, faith-based entrepreneur- now it’s time to get to work! Go and build an email list ORGANICALLY so you can build an audience that not only trusts you but BUYS from you!