Should You Pay for Leads to Expand Your Customer List?
Because the people on that list don’t know you, the common thinking among many Internet marketers is that you are never supposed to buy email lists. You don’t know they are open to what you are selling. They may mark you as spam and get you banned from email services.
All those things are true, in general, but there are certain lists that absolutely are worthwhile to buy. You shouldn’t dismiss buying leads altogether because there is a right way and wrong way to go about it. Because there are risks, you just have to be very careful about how you go ahead.
Most Lists Contain High-Target Customers
If there is a high chance that they are going to convert, you should only buy leads. Because that’s going to be low-converting, what you don’t want is a list of people who you essentially are going to be cold-calling– via email–.
Obviously, the best leads– and the ideal way to reach people– focus primarily on customers who have interacted with you at some point or another, either through your squeeze page or your sales page or your YouTube videos or on social media or what have you.
Those people have already opted-in, so they have in effect given you an implicit permission to contact them. As a result, they are going to be far more likely to open your email and, more importantly, to act on your call to action.
This is a very important point because if people haven’t opted-in to receive your emails, it can be very dangerous for you.
How Much Should You Pay?
Now, you see a lot of companies out there that will sell you thousands of email addresses for $99 and the like. If these are a good option, you may be wondering.
It’s a good idea to go ahead with caution. If you have done business with the company in the past or the company has been recommended to you by somebody that you trust, then it may be a good idea to consider buying a list from them and trying them out.
Beware of making large-scale purchases from companies that you aren’t familiar with because there are a lot of scammers out there on the Web who would be happy to take your money and sell you a list that is filled with either dead addresses or emails they have scraped from other places that aren’t going to do you a lot of good.
Risk vs Reward
Buying lists can be a big expense, so what you have to consider is the value that you are getting for your money. It can be a financial burden and there also are other risks involved.
You can seriously harm your reputation if you buy the wrong list because when you buy a list and contact people who never heard of you before, they can send it to their spam folder.
It sends a notification to the email service when they do this. If it happens often enough, it can lower your sender score, which can affect your domain’s ability to send emails through that email service in the future– even if they are legitimate emails to people who have asked you to contact them.
If you are marked as spam often enough, every time you send out an email from your website, it may be automatically diverted to the recipient’s spam folder, so they are never going to see it. And that’s a total waste of time and money.
Don’t Get Banned
If enough people mark your unsolicited emails as spam, you will eventually get banned on some of the biggest email providers, such as Yahoo and Gmail.
You are going to have to shut down your website and start over with a new one if that happens.
That’s not going to put you out of business, but it will delay your efforts to get your business up and running. Plus there will be the extra cost of buying new domains, setting up new pages, re-establishing your autoresponder, not to mention the opportunity costs associated with being offline.