There are plenty of reasons why you shouldn’t be purchasing email lists for your marketing efforts, like the whole legality of it. Besides the Federal violation and potential fine, a recent study from email marketing provider, MailChimp showed that scraped, stolen, purchased or rented lists simply don’t work.
Using data from their MailChimp’s anti-abuse system, graphs were created around key metrics and the correlation of public lists:
The data shows that with more public emails the open rate becomes non-existent, the unsubscribes increase and the overall click rates submarine. Additionally the complain rate skyrockets which will potentially put you in danger with your provider. MailChimp states that the reason the unsubscribes don’t totally fall off a cliff is due to the fact that at a certain point on the public list scale — nobody even opens it anymore.
For more information see the official post from MailChimp. Images courtesy of MailChimp.
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