Sending to outdated, inaccurate, or bogus email addresses causes bounces : Most of your emails bounce because many addresses in purchased databases are not active. A bounce rate below 2% is optimal, but beyond this threshold, your reputation as a sender is in danger. Commitment decreases Another big problem you will face if you decide to buy databases for Email Marketing concerns the engagement of recipients with your messages : it is unlikely that people who do not know you, who are not not voluntarily subscribed to your newsletter or your offers from your company, are interested in what you have to tell them. Negative feedback is generated If new contacts in your database that you acquired for a fee and not organically do not open your emails (because they come from an unknown sender or because they see your message as an invasion from their inbox),
ISPs will receive negative feedback about your business. What are the consequences of purchasing mailing lists? First and foremost, your reputation as a sender will be in question. Related to this is your deliverability , which will also start to suffer (ISPs carefully monitor user response to emails and a high number of soft and physical bounces E-Commerce Photo Editing Service will tag you as a spam sender, relegating your messages to the inbox spam). But buying mailing lists without profiles of people who haven't requested to receive your messages can pose another problem: spam reports . The consequences here are also very serious: not only will your reputation as a sender be affected, affecting your future sendings, but also your brand reputation , one of the most important values online today.
Even professional email marketing platforms despise buying mailing lists: before sending out, many of them ask you if the contacts are opt-in. This check helps ESPs avoid risking their reputation as well (in fact, sending IPs are also implicated when it comes to spam reports). The final consequence to consider is the legal repercussions you could face if the names you purchased are not fully GDPR compliant: you can expect steep fines if privacy laws are breached. Building Email Lists Organically: Why It's the Best Solution Now you know how sending e-mails to databases purchased online works, how much it costs and what the consequences are. You can go in this direction and put your sender and brand reputation at risk, or you can consider building your email marketing contact lists organically.