New companies and established ones alike may be tempted to buy email addresses in bulk and begin sending them their marketing messages. Today Liz goes over if this is a good idea or not.

Episode 0231

Should You Buy an Email Subscriber List?

Sandro: [00:00:06] Welcome to 60 Second Marketing my name is Sandro Galindo I’m here with my co-host Liz Hersh, together we’re the podcast that helps your small business grow through social media, SEO and so much more in less time than it takes to check out of the grocery store on the Fourth of July. Should you buy an email address list? Today, Liz is going to answer that important question.

Liz: [00:00:26] This is a question I get a lot from both new and established companies who may not have a very large subscriber list and they want to start doing email marketing. My advice is typically: NO you don’t want to purchase a list. I am of the mindset that it’s best to build a list naturally, organically over time. You want to give Web site visitors a very compelling reason to join your list, a great download or a coupon offer. And then you want to continue to engage them with really good personalized content. Over time this is going to build a subscriber list that can generate great results for your business and you periodically want to do a subscriber list clean up to ensure that your list is full of people who actually want to hear from you. I think you just run the risk of getting a batch of email addresses who don’t care at all about your business and that’s not a subscriber list that I would want to put any time or effort into e-mailing on a consistent basis.

Liz: [00:01:32] Now I will say most of my work is in the B2C space. I have heard that purchasing subscriber lists in the B2B the business to business space can be very effective but the focus of our podcast really is in the B2C space so my advice will continue to be: No I dont recommend buying a subscriber list. I really think it’s something that you need to build organically. And I always remember the advice that Chris Tucker and Pat Flynn spoke about on a podcast. It doesnt matter if you have 50, 75, 100, 15,000 you know, if you just start with 50 subscribers thats 50 people who have raised their hand and said “Yes I want to hear from you” I would much rather be working a list of a few hundred really good contacts than a list of thousands you know that really weren’t even engaged with my content. So those are those are my thoughts on whether or not you should buy an email subscriber list.

Sandro: [00:02:33] I completely agree. This week I read someone tweet just because you have my email address doesn’t mean I want to be on your email list so make sure the opt in also. Thanks so much Liz. Thank you for joining us. You’ll find us where you find your favorite podcast and if you like what you hear, we’d love a review. You also find us on Twitter, Instagram and our Facebook group. If you have a question we’d love to hear it. E-mail address and links are in the show notes. Thanks again for joining us. We will see you next time.