Is Buying an Email Address List for Legitimate Marketers?

We got an email today pitching California State Business Lists, including "verified opt-in email address" [sic]. As a business in California, we wondered, how could they get my email address? And, as a marketing business, we ask, can this be a legitimate way to build an email list? And, what are legitimate ways of developing an email list that doesn’t add to the spam inbox?

First, how do they get optin email addresses?

The only "legitimate" way of getting an optin email address for a company you haven't done business with yourself, is this: Company A collects email addresses legitimately through login forms, which also includes the option to get emails from 3rd party companies with related products and services. Then Company A sells that list to Company B, who sells the list to you as an "optin email" list.

While this is technically legitimate, there is plenty of room for sleazy tactics and inept categorization. For example, the original optin form has the receive-news-from-related-companies box "on" as a default. Also, the address is easily sold to companies who sell things vaguely or even completely unrelated – which will most likely be perceived as spam.

Is buying an email list a legitimate marketing tool?

There is no simple answer to this. Many marketers completely shun buying email lists. Others have used it successfully. However, those who have used it successfully have very carefully chosen and tested the list they purchased. It also makes sense to me that certain industries should never buy lists, as the target market is very sensitive to spam, while other industries can do so without tarnishing their reputation. Either way, there’s a good chance that these email addresses aren’t quality leads.

What are legitimate ways of building an email list?

Email marketing is one of the lowest-cost marketing tools available today, and when used properly, is also one of the most effective. And the best way to build your email list is from scratch – you have people sign up and submit their email address to receive emails from you, and you follow best practices to do this.

A related question is, Is there a legitimate way of sending your company info by email to an audience that would be interested, but may never have heard of you? A good way to do this is to work with another related (but not competing) marketer that has a quality list, and ask them to send info about you to their email list. If that other marketer likes your product/service, then such an email is actually an endorsement and makes you look that much better. Then, give the readers an opportunity to sign up for your own email list.

For example, I signed up to get emails from a company that provides articles on search engine marketing news. I regularly get emails from them that are about 3rd parties with related internet marketing products or services. This is an area I’m highly interested in, so I actually don’t mind getting these. Once in a while, I actually read the email and look for further info.

There are many creative ways to develop a legitimate email list, and information is readily available about Best Practices to follow. Whatever you do, consider how your specific audience would perceive the email. If you’re not sure, consider testing a small number of emails first to evaluate the response. This way, if it’s not a good response, you haven’t tarnished your reputation all across the board.