Aastha Shaw / Updated: March 13, 2025

Buying Email List? Here's Why You Should Not (+6 alternatives)

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Imagine tossing out a flyer to every mailbox on the block, hoping someone interested walks by.

That's the gamble you take when you buy an email list.

You might reach a few eyeballs, but most will likely end up annoyed and tossing your "flyer" straight into the trash (unsubscribe button).

Research by The Radicati Group says that about 73% of all emails sent are spam, emphasizing the challenge of ensuring that purchased email lists contain genuine, interested leads.

However, building your email list organically can bring genuinely interested leads and engagement, which leads to happy clicks (conversions) and long-term success.

In this post, we'll discuss why buying email lists is a bad idea and show you the power of building your loyal audience. Let’s dive in!

Why Buying Email Lists Have a Bad Effect?

It's important to avoid buying email lists because it can harm your reputation and result in poor engagement rates as well as wasted resources. Here’s how:

Low Engagement (Hurts Sender Reputation):

Purchased lists are full of uninterested people who never signed up for your emails. This leads to low open rates and clicks, hurting your sender reputation with email providers.

Industry experts recommend open rates should be around 20% for successful campaigns, but purchased lists will rarely reach that threshold.

Wasted Money (Better Spent Building Your List):

You're essentially throwing money at irrelevant contacts.

The resources spent buying a list could be better invested in building a targeted audience through organic methods like website signup forms or social media contests.

Legal Issues (Fines and Penalties):

Anti-spam regulations like GDPR and CAN-SPAM prohibit sending emails to people who haven't opted-in.

As Constant Contact warns, "Buying email lists isn't illegal. But how you use the data can land you in costly legal battles". However, fines for violating these regulations can be hefty.

Brand Damage (Spam Perception):

Recipients who never signed up will likely perceive your emails as spam. This can damage your brand reputation and erode customer trust.

They might unsubscribe in frustration, or even worse, mark your emails as spam. This can hurt your ability to reach even interested customers in the future. Building trust takes time and effort, and buying email lists is a shortcut that can backfire spectacularly.

Poor List Quality (High Bounce Rates):

Purchased lists are often outdated and inaccurate, leading to high bounce rates (emails that can't be delivered). This can significantly hurt your email deliverability.

Email service providers (ESPs) track bounce rates, and a sustained high bounce rate can trigger email spam filters. These filters can prevent your emails from even reaching inboxes, regardless of whether they're relevant or interesting to your target audience.

Shared Lists (Reaching the Wrong Audience):

There's a good chance the same purchased list is being sold to multiple companies. This means you're reaching people who might be bombarded with irrelevant emails from various senders.

This can lead to a negative perception of email marketing in general, and hurt your chances of reaching even those subscribers who might actually be interested in your products or services.

Negative Impact on ESP (Email Service Provider):

ESPs rely on their users to maintain good sender reputations, as this helps ensure that their servers aren't being used to send spam.

If you're caught using a purchased list, your ESP can take a number of actions against you, including suspending or even terminating your account. This can significantly disrupt your marketing efforts.

So, what should you do? This brings us to our next point…

Instead of Buying Email Lists, Try These Ways

Here are some effective ways to build a high-quality email list filled with people genuinely interested in what you have to offer:

1. Offer Valuable Lead Magnets

Create high-quality downloadable resources that address your target audience's specific challenges and provide actionable solutions. This could include:

Ebooks
White papers
Webinars

For example, a B2B marketing software company might offer content like an ebook on Content Marketing for SaaS Businesses. This ebook would provide valuable insights on content strategy, content creation, and content promotion specifically for SaaS companies.

The audience interested in the guide would submit their emails to receive this guide via email.

Avoid purchasing email lists, use these 6 ways to find verified emails

2. Use Strategic Opt-in Forms

Don't just rely on a generic signup form in the footer. Instead, place strategically designed opt-in forms on your website and landing pages.

Create multiple opt-in forms with targeted messaging and incentives relevant to the specific page content or visitor segment. For example, on a blog post about social media marketing trends, offer a free downloadable checklist of the top trends to consider for your strategy.

You can even place a form on your pricing page that offers additional discounts or a free consultation call to discuss custom plans.

Here are some tips for designing high-converting opt-in forms:

Keep it concise: Ask for only the essential information, like name and email address.
Highlight the value proposition: Clearly communicate the benefit of subscribing, such as exclusive content, industry insights, or special offers.
Use strong visuals: Eye-catching graphics or images can grab attention and make your form more visually appealing.
A/B test different variations: Try out different versions of your opt-in form with varying headlines, CTAs, and design elements to see which ones convert best.

Run targeted social media campaigns to promote your lead magnets and opt-in forms. This allows you to reach a wider audience and attract qualified leads.

You can create informative and engaging carousels, blog posts, articles, or videos that showcase your expertise and attract potential customers. Then promote them on social media platforms relevant to your target audience.

This way you can use social media to drive traffic back to your website and landing pages where you can capture email addresses through strategically placed opt-in forms.

You can also use social media advertising to target your ideal customer profile with specific content offers. This allows you to reach a wider audience who might not have found your content organically.

Try engaging with your social media audience by responding to comments and questions. This helps build relationships and trust, making them more likely to subscribe to your email list for future updates.

Now, let's explore some of the ways to fasten things up using tools that help you build a highly targeted email list.

4. Sales Intelligence Platforms & Databases

For B2B businesses, sales intelligence platforms can be a powerful tool for building targeted email lists.

These platforms offer extensive databases of companies and professionals, including contact details like email addresses. Here's how they work:

Platforms: Popular options include Apollo, Clearout, ZoomInfo, LeadGenius, and Lead Gorilla.
Search and Filter: These platforms allow you to search their databases using various filters like industry, company size, job title, and location.
Extract Relevant Leads: Narrow down your search to identify the ideal customer profile (ICP) for your business. You can then export this list of qualified leads along with their contact information.

5. LinkedIn + Prospecting Extensions

LinkedIn is a goldmine for B2B lead generation. However, finding contact information (like email addresses) for your connections can be challenging. Prospecting extensions like Clearout bridge this gap.

Here’s how Clearout's LinkedIn Extension can help you find your prospects’ contact details:

Real-time Lookup & Verification: Find verified email addresses and phone numbers along with other insights like job experience, role, location, etc of your target profiles directly from LinkedIn.
Bulk and Auto Modes: Save time by extracting email addresses for multiple profiles directly from the search page at once or setting up automated searches.
Sales Navigator Integration: Works seamlessly with LinkedIn Sales Navigator for advanced search functionalities and then add the matched high intent lead profiles to your prospect list along with their contact details..
Reverse Profile URL Lookup: Enter a prospect's LinkedIn profile URL to find their email address & other details.
Data Point Selection: Choose the specific data points you want to extract (like only email or phone number or both) to optimize cost and avoid unnecessary information.

6. Email Finders

Last but not least, using Email Finder Tools. These tools help you discover email addresses in bulk using basic information like a prospect's name and company domain.

But remember to go for a finder that is reliable and offers pre-verified results to save you from re-verifying the extracted emails and wasting resources.

For example, Clearout’s Email Finder offers pre-verified email addresses along with a confidence score, account type, and other insights to save you from reaching out to any risky email accounts that can impact your deliverability.

It also lets you select whether you want role-based accounts or not as a result and doesn’t charge you for duplicate (in the same file) or not found searches.

Final Advice on Avoiding Purchased Email Lists

Resist the temptation of quick fixes offered by purchased email lists. These lists are often outdated, inaccurate, irrelevant, and can even violate data privacy regulations.

By combining permission-based tactics with these powerful tools, you can build a targeted email list filled with high-quality leads genuinely interested in your offerings, leading to higher engagement and better campaign results.

Remember, it's always better to focus on quality over quantity!

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Buying Email List? Here's Why You Should Not (+6 alternatives)

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Why Buying Email Lists Have a Bad Effect?