The Mail Blaze A-Z guide of email marketing terms
We don’t believe in complicated processes or terms, that’s why we’ve come up with our own A-Z guide of email marketing terms so you can fully understand the exciting world of email marketing.
You’re fired up to start sending exceptional email marketing campaigns, but you’ve got a really small email subscriber list. No problem, you’ll just buy one right? Wrong. Something that comes up a lot through our interactions with new clients is whether or not we offer email subscriber list selling services. We don’t and we don’t ever recommend that our clients buy subscribers lists. You may be thinking to yourself, well that doesn’t seem smart, wouldn’t you want to encourage clients to have big databases of subscribers to send to? Well, yes, we’d like all our clients to achieve growth and get a great return on their investment, but in the right way to set them up for continued success.
We’re always looking to help you grow and succeed, but we want to give you the best guidance and support and that’s why we don’t recommend buying email subscriber lists.
First let’s clarify our position on what we consider “bought lists”:
Now that we’ve set the scene, let’s delve into why buying lists are never a good idea.
If you're bound by the General Data Protection Regulation 2016/679 (or GDPR) as set out by the EU, buying lists goes against the act. Therefore you’d be in breach of the requirements set out to comply. Buying a list would also be in contravention of the CAN SPAM act (Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003) which came into effect in 2003.
Not complying with these acts could lead to hefty fines and frankly can cause immeasurable brand reputation damage.
Sending to a bought list can lead to really bad email performance. Firstly, you’ll find that your unsubscribe figures will be sky high. The reason being that people did not consent to receive emails from you in the first place and therefore don’t want to be on your list. While you might believe the additional exposure is worth the unsubscribes, you could lose a customer for life that would otherwise have been interested in your service. You could be buying a list that contains a lot of bad domains or outdated email addresses, meaning you would see a lot of bounces when sending out your campaign. Sending emails to “cold-subscribers” (subscribers who have never heard from you before) would also lead to low click-through rates.
We hate spam, it causes a lot of headaches in our world, but if you’re buying a list you’ll be damaging your sender reputation. Sender reputation is really important as it can affect whether your email lands in someone’s inbox or in their Spam folder. Landing in spam folders is where email campaigns go to die as people are less likely to check their spam folders daily. A drop in engagement sends bad signals to Internet Service Providers (ISPs) like Outlook, Gmail and Yahoo, which doesn’t help you get straight into your subscriber’s inbox.
Why? Well it negatively affects our sender reputation and therefore can have negative effects on our other clients. When you sign up with Mail Blaze, there is a formal review process where we verify your account. If found to have bought a list, we will also suspend accounts and revoke your access to the platform for violating our terms.
If you’re buying an email list there are no guarantees you’ll get what you paid for.
Do you like receiving emails from companies you’ve never interacted with? How does your view of the company change when this happens? If you don’t like receiving unsolicited emails, you shouldn’t be sending these out yourself. Your brand image can be badly damaged by sending email campaigns to subscribers who never made the choice to receive communication from you. The repercussions can be far reaching as word of these activities can spread far and wide.
Accept that organic growth for your list is part of the thrill of email marketing. That list building is a journey - not a sprint. Start building a list by employing some tactics that are centred around building an engaged audience. It’s easier than you think.
If you’d like to learn where to start, read more about Tactics you can use to build your email marketing list on our page.
If you’re an avid reader this is the blog post for you. If you’re looking to learn more about email marketing or just broaden your knowledge on the subject - keep reading. Our comprehensive list of books can help broaden your knowledge and build on the success of your email marketing campaigns
Email deliverability is a hot topic on everyone’s lips when it comes to email marketing. We often get asked: “How can I get my message into my subscriber’s inbox?” Although compelling subject lines, strong CTAs and kick-ass creative in your campaigns is part of our response we don’t want you to ...
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