We’ve all heard it’s bad to buy a list. That’s nothing new. But why? If it’s so bad, why do so many companies sell them?
It isn’t just because there’s some sort of moral compass marketers insist on following. There are proven consequences to buying email marketing lists — and they generally don’t turn out in your favor.
So, we’ve put together seven reasons it’s bad to buy a list, along with some alternatives that are well worth the effort.
Reasons to Steer Clear of Purchased Lists
In the B2B industry, it’s not unreasonable think of list-buying as an easy way to grow your list. Or, for small businesses who are just getting started, it’s a quick and easy market to tap into. Plus, tons of companies make it easy to buy a list – that’s why so many marketers have done it in the past.
While plenty of companies will tout the benefits of list buying – they won’t be too forthcoming about the fact that buying third-party lists has some definite downsides that can have negative impacts on your business – and the downsides may not be worth the satisfaction of having a bigger list.
Here are some of the consequences that go along with buying lists.