Everyone wants to have a good amount of people in their email marketing list. Some people even resort to buying email lists in the hopes that they will have a better email open ratio or click ratio. However, at H2H Consulting we believe that buying email lists actually harms your business and here’s why:

Email lists are usually bought from companies who haven’t told people that they’re selling their email addresses. According to Hubspot, some of these providers tell their buyers that the subscribers have “opted-in” to receive emails from them. However, that realty means that they hid that condition in the terms of service and the subscribers don’t know they’ve accidentally signed up to receive your emails.

The reason this is a problem is because these people did not sign up to be part of your company’s email lists. They could be the completely opposite demographic or just have no interest in what you’re offering. And because you’re sending them emails when they didn’t ask you to, they will most likely be annoyed and will certainly not open your email or click on any of the links in it.

Also, if you’re not a company they’ve chosen to subscribe to, your email might not even reach their inbox. It could be bounced back or automatically sent to their spam or junk email. So even though your email might have gone to the right people, they still didn’t see it.

Purchasing email lists also hurts your business’ reputation, for several reasons.

  • It lowers your delivery rate. Like I said in the previous paragraph, it might not get to their inbox.
  • It lowers your self-esteem. Because the emails aren’t getting high open rates or click rates, you might be discouraged to try again.
  • You usually don’t get to customize fields in the email, so the contact information for the person you’re emailing could be incorrect.


Even though it’s more work and takes more to get your own subscribers, ultimately it is worth it. Because they’ve chosen to be on your email list, you know your content is relevant to them, and they’ll actually take the time to open your email and look through it.

For more tips on how to create the best emails, check out our blog post or contact Kendra Corman at kacorman@h2hconsulting.net.