In many industries - and even specific markets - there’s a common question related to buying email lists: is it legal to buy email lists? If so, how does it help a business?
Yes, it is legal to buy an email list but that depends on the location. For example, the General Data Protection Regulation (GDPR) in Europe restricts the use of consumer data without their consent.
What this means is that you can still buy email lists from the right providers. However, if the email address owners in that list have not provided their consent, you cannot use those emails to send messages.
It would be in direct violation of the GDPR observed and practiced in the European Union (EU). However, there are other important things to know about this highly debated topic.
In this article we’ll be working through:
Let’s get into it!
Email list marketing means sending promotional and/or informative content to customers but through a targeted email list. It is a very helpful strategy in increasing engagement rates and driving conversions.
As a business targets specific email addresses from a comprehensive list, it can use these segments to create personalized messages. This approach helps a business send the right message to the right recipient.
Many companies gather email lists through organic strategies like opt-ins, sign-ups, and so on. But, there are some companies that buy email lists to boost marketing results. For instance, BookYourData is one of the top-rated email list providers with whom registering is fairly easy.
How legal - or illegal - is it to buy an email list? Well, the response to that is very nuanced because the legality of buying email lists depends on different factors. These will most likely include consent practices, data protection regulations, and the regional laws of where a business is.
Even though purchasing email lists sparks debates over the legality and ethics of doing so, there are still many businesses that enjoy the benefits of doing so - legally, of course. Currently, 80% of consumers say they are concerned about their privacy.
Many of the benefits help businesses expand their target audience and improve reach. This ultimately helps them generate revenue and increase market share as they can now connect with more potential customers.
The main benefit of buying an email list is that it immediately grants access to a larger audience, which might even include international prospects. This is especially helpful for B2B businesses.
Most email lists bought online come with segmentation features - or pre-segmented lists. However, that too depends on the provider that a business has sought. For example, a business could go for B2B email lists to build a dedicated database of B2B prospects.
When the business gets access to more potential customers, which might include high-quality and relevant prospects too, it can generate more sales. This happens through targeted content marketing. Since the lists are segmented, similarly to those at BookYourData, the business can use them to its advantage to send personalized messages to the audience.
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The business no longer needs to spend time or resources on gathering email addresses organically. That way, the business can expedite marketing campaigns and start connecting with the new audience.
Although overlooked at most times, buying an email list can give a business a competitive edge. It means that the business might have access to a wider audience before its competitors do.
Another benefit of buying an email list is that now businesses can use the expanded reach to test new marketing strategies. It can experiment with different messaging styles, offers, and content strategies.
Also, buying an email list doesn’t just expand the marketing reach. In fact, it allows a business to enter new markets, explore different geographical locations. More importantly, it is a way to curate and connect with a diverse customer base.
So, if a business decides to buy an email list, what should it do? First off, there are several factors that it needs to consider which will ensure that it gets the most out of this investment. Here’s how:
To begin with, a large list of unverified or inactive email addresses is not so valuable. What’s more valuable is a list with highly targeted and relevant contacts, even if the list itself is small. This is where verifying email addresses before sending emails or buying a list is important.
If an email list is well-segmented, it signals a high-value potential. The list could have addresses sorted based on factors like
The business should also find an email list that was updated recently. An up-to-date list often contains active and highly engaged contacts. It’s important to bulk verify emails in the list if it’s a large quantity as well, such as using the online email tool at BookYourData.
What’s the unsubscribe and delivery rate of the current email list? If the unsubscribe rate is high, it might not be relevant. In fact, a business should verify if the email addresses are valid. But if the delivery rate is high, it means the chances of connecting with relevant audiences are higher.
To make the right decision, a business should also perform a cost-benefit analysis. That way, it can weigh the potential revenue generation through the list to the list’s actual costs (i.e., price and maintenance fees). In turn, it tells a business if the email list is worth the resources.
One of the main things a business must do is make sure that buying an email list is legal and ethical in its region. For example, the Canada Anti-Spam Legislation (CASL) says that brands must offer opt-in permissions to their recipients explicitly. This will not only help improve the email marketing efforts and drive engagement but will also keep the business out of legal trouble.
A business typically uses a few steps to get the right email list. The process begins with understanding the primary business needs for the email list, i.e., what the business plans to achieve with it. Then, it is finding the right list building services (i.e., provider), checking compliance, and so on.
But why is buying a quality email list important? According to WebFX, more than 60% of B2B marketers claim that generating “high-quality” leads is the biggest challenge for them.
Before going to a provider, it helps when the business knows the objective behind purchasing an email list. Why is it buying an email list? To increase sales, or perhaps, test out new content marketing strategies?
Finding the ideal provider can be a hassle. However, the main qualities to look for include:
One way to make sure the business is getting legally compliant lists is by asking about the source. If a provider fails to provide its source or relevant proof of consumer consent, the list is probably coming from dubious methods. Moreover, it should be a verified email list to maximize campaign results, for instance, buying one from BookYourData to guarantee high-quality outcomes.
The provider must be complying with their regional laws. Therefore, the business should check whether the email list collection and sale is based on the GDPR or CAN-SPAM Act.
Furthermore, it’s always a good idea to request a sample from the email list provider. Before making a big purchase, testing out a small sample will indicate whether the provider offers high-quality emails or not. This is where an email verification tool can also help assess whether the addresses in the list are valid too.
Most of the time, businesses overlook the “recency” of the email list. It refers to “how long ago was the email list updated?”. If the list is fresh, it means the data might be accurate and relevant.
Lastly, finding an email provider that offers segmented lists is a suitable approach. It will not only help with speeding up marketing campaigns but also improve the business’s understanding of its target audience.
It’s clear that purchasing email lists requires careful thought and consideration. Otherwise, a business could end up in legal trouble and might even lose consumer trust. The latter can hurt the business indefinitely.
However, one of the best ways to go about this practice is to choose a reliable, compliant, and registered email list provider. When dealing with a list provider, it is important to check whether the provider complies with regulations like the GDPR and CAN-SPAM.
The process is quite simple: a business sets the goals and requirements for the type of email list it needs. Then, it approaches a GDPR and CAN-SPAM email list provider to make the purchase. And that’s it!
This type of email list is where all the email addresses belong to individual customers. Considering that, it is ideal for marketing products and services. Still, a business must verify the list through legitimate sources and check, whether the recipients gave their consent or not.
Yes, sending emails to purchased email lists is legal. But only if the list complies with data protection regulations. For instance, if the marketing practice adheres to GDPR and CAN-SPAM, it could be legal.
Ready to start with Bookyourdata and take your B2B prospecting to the next level? With our comprehensive and massive GDPR and CCPA-compliant database, we have something for everyone, no matter what niche market you target.
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