And guess what a purchased list of email names will be chalk full of? Addresses that send all three of the gatekeepers' anti-spam metrics off the charts, that's what.
As a result, the ISPs will block the mailer's messages as spam.
What is more, not only will the ISPs block email to the names on the purchased list, they'll block email to even the mailers permission-based names.
Even worse, they'll block future mailings, as well.
As a result, the mailer who sends to a purchased email file will be prevented from communicating with even its best customers through email, not just for the current mailing but for some time in the future known only to the spam—prevention employees at the ISPs.
And there's nothing the mailer can do except play by the ISPs' rules. They own the pipes. They decide who gets in and who doesn't.
No legitimate company sells email addresses for perpetual use. No legitimate company lets the mailer take possession of the names.
The only legitimate way to rent email addresses is when the list owner sends email to its subscribers on the marketer's behalf.
The marketer who buys an email list "for perpetual use" will learn what a mistake the purchase was about as fast as it takes to hit "send."
If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.
Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.
He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.