RENTING OR PURCHASING AN EMAIL LIST
Paying a third party for a large list of addresses sabotages your
email marketing and is possibly illegal (depending on how that
third party compiled the list — which is out of your control).
SHARING YOUR EMAIL LIST
Sharing or using a shared email list hurts your email
deliverability — even if you share and swap lists with a trusted
business partner. Instead, recommend your partner in you own
email and link to their sign up, and vice versa.
CO-REGISTER YOUR EMAIL LIST
When you co-register your email list, you are acquiring leads and
specific email addresses that originated from a bulk email opt-in
by a customer who agrees to be included in multiple email list.
But, once again, that doesn’t mean they have agreed specifically
to be emailed by you.
SCRAPING EMAILS
Also known as email harvesting, scraping emails is the worst
offense of any email list building crime. A robot typically
collects these addresses, and this practice is the most common
among spammers.
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2020 guide to customer messaging
2. Build (don’t buy) your lists and opt recipients in
Scraping, buying, renting, and sharing recipient lists are ways to tarnish your
brand and sender reputation. They’re a big “no-no” in the email acquisition world
because, while they can seem like quick wins, they can actually cause long-term
damage to your email program.
Instead, you should create multiple opportunities for people to sign up for your
emails. Whether that’s having opt-in forms on your blog, website, or landing
pages, making sure people are able to sign up and receive emails from you is the
best way to grow your recipients.
3. Build the right message for your recipients
There’s a surprising number of individual pieces of content that come together
to create an email. From your subject line all the way down to your footer, it’s a
challenge to make sure every piece performs its individual job and also contributes
to the overall emotion and feeling of the message. So it’s smart to either learn
(or review) the basics of what goes into your standard email. Remember your
purpose, optimize content for mobile viewers, and take advantage of the added
real estate that comes with subject lines and preview text. Review our blog post,
10 Tips for Designing and Developing Email for more tips on creating content
your recipients will engage with.