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Should I use purchased email for Email Marketing? (4)

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Hello guys,
One of my friend has just started Email Marketing campaigns and he has some email data nearby 18k which he had obtained couple of years ago from his own websites of Grants. So it is quite old and now he tested nearby 1000 email data but the open rate was quite low like 6%. And the subject line which he used was converting but though the open rate was low so the question is that are that mails going in spam or what because if not than it should have open rates. So he was just planning to use purchased data. What do you guys prefer to do in such case? Can anyone please tell me that are those purchased data valid to use and can we get good results by it or not?

It would be great if you guys help me out.

Thanks,
Isha.

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Hello,

The older a list get, the more value it loses. Many people are no longer using the email addresses they signed up with, they no longer recognize what service the email is from so they ignore it, many of those emails will end up in spam since they didn't engage with anything from the sender for a long time etc...

There are several issues with purchased lists ;

- it's spam so you are breaking the laws by mailing to it, in most countries
- you don't know how the list was obtained, so you cannot target properly
- you don't know how many emails are still active, so open rates will be low
- the results will be poor, people will complain so you will risk loosing the email service you would use to email to it
...

One way or another, people are still doing this, otherwise our email inboxes wouldnt be full of spam, right? But to do this, you need specific infrastructure: warmed up email accounts, bulletproof hosting in some country where they don't give a shit about complaints, advertisers who will accept spam clicks etc... it's quite a complicated setup and there is significant risk associated with it, so you need balls of steel

And when doing this, you need to be working with massive email lists, doing this with a few Ks of emails doesnt make sense at all.

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Additional to matuloos points you also have no idea how often the addresses on a purchased list received (spam) emails already and you also don´t know how many other people purchased he very same list.

Kepp one thing in mind, when the list is so good it wouldn´t be sold.

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Hi Isha,

Even if you purchase data, the results can vary based on the following:

A) What type of data you buy: leadgen, partial data or buyer data. E.g., if we compare leadgen (where someone only provided his details) and buyer data (where someone actually bought before), the latter will probably convert better than the former.

B) Where and how the data was collected. E.g., if you’re buying partial data from an ED advertiser while you follow up with an offer wall with mainly female-related products, results will likely be less good as if you were to follow up with a Casino offer (mainly male audience).

C) The “age” of the data: fresh (often < 7 days old) or legacy (7+ days old). In general, fresh data tends to perform better than legacy data (as the audience is still warmed up and hasn’t been contacted by a lot of other affiliates yet).

Looking to our client base, we see most of our Email partners having revshare deals with data providers (which ensures they only pay for data if they make money out of it).

I hope this answers your question

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