• Email marketing: Should you build a list, or should you buy?

    Tuesday, February 14, 2017 | Dave Kopf

    WHEN IT COMES TO email marketing, your list is everything. With the right investment of time, expertise and, perhaps, money, you can develop a targeted list of relevant buyers who will be interested in your marketing messages.

    But how do you build your list? Essentially, you have to build it or buy it, or do a combination of both.

    There are many options for buying a list. Legions of marketing firms collect a variety of lists that they sell online. Those lists can be purchased based on a variety of criteria, including by geography, so that dealers can purchase a list that is somewhat local to their business.

    But is buying the right way to go? While simply paying to buy a list is tempting, the process is not that simple. In fact, there are certain risks. First, you could waste your valuable marketing budget on a list packed with old and bad addresses that does not generate viable results. Second, and more worrisome, you could purchase a list that is so bad that, once you deploy an email to that list, email systems quickly consider your domain as a source of spam.

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