Okay, I totally get it. I’m a recent graduate from business school and my emphasis was in marketing. I know a big list of email addresses is great. And an even bigger list? Even better! But what’s the deciding factor between epic email program success (where clicks and opens rain down like confetti) and unengaged, sad recipients (who throw spam complaints at you like it’s their job)? How those email addresses were obtained. 

If you want a healthy email program, that little email address acquisition strategy could make or break your deliverability! Buying, sharing, scraping, or purchasing lists is never a good idea. It sounds like an easy enough mistake to make, and it is (we see it all the time), so let’s go down the road of what happens when you grow your list inauthentically with some shady practices.

Your boss wants you to grow your newsletter reach. So what do you do? Buy a list from a “reputable” source. That “reputable” source promises all of the addresses have been vetted through and are completely legitimate. So you feel pretty good about it and send that first email campaign to your new shiny, larger list and it tanks! Low opens and clicks, with lots of spam complaints and unsubscribes. In fact, a few of those email addresses you paid for were spam traps and now you’re in trouble with the ISPs. Understandably, you’re crestfallen. Where did you go wrong?

Those people didn’t want that email, they didn’t opt-in, and now they are receiving mail that’s completely unanticipated! Ouch. Nobody wins!

That’s why it is so important to make sure you’re authentic in your email acquisition strategy. It ensures that you’re sending wanted, opted-in mail to your recipients. If you’re wondering proper ways to gain more subscribers for your newsletter check out the presentation we created that outlines 6 steps to grow your email list (in the right way):


If you like what you see in the SlideShare that’s just an appetizer, get to the main course with our guide How to Authentically Grow Your Email List.

Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.