Beware of purchased e-mail lists

If you get an offer in your e-mail to purchase an e-mail marketing list for your next campaign, run, don’t walk.

It is rarely a good idea to send e-mail marketing messages to purchased lists. You should only e-mail to legitimate opt-in e-lists, meaning the people on the list have subscribed and agreed to receive e-mail messages. And virtually 100% of the time, opt-in e-lists are offered to marketers for rental only, not purchase.
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What’s the worst that could happen if you purchase an e-list? When you send a campaign to e-mail addresses that either don’t exist, or when a large percentage of recipients report your e-mail as spam

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