Purchased e-mail lists are by definition not permission based. The marketer who buys names and mails to them will invariably draw significantly increased spam complaints while hitting spam traps and a bunch of nonexistent addresses. This will result in e-mail delivery troubles as inbox providers determine the marketer is mailing to a garbage list and begin blocking the marketer’s mail. Moreover, once the mailer’s e-mail reputation is damaged with this mailing, it may take months to clean up.

(tags: list_rental)

Older e-mail best practices haven’t necessarily gone bad. They are not applicable today.

(tags: trends)