While infinitely scalable – just ask the spammers – and relatively low-cost, at around 25p per contact, email lists on the face of it look rather attractive.
But here comes the knock-out punch.
The freshness and accuracy of bought lists decays at an alarming rate, as we reveal here. Due to the nature of how often we change our jobs any email list hits its database half-life in its second year. This is the point at which more than half of its data is obsolete.
Within its first year a third of its data is no longer current and by 18 months the half-life of bought data is reached.
Which means a list that cost you £2,500 is actually worth just £1,250. What it also means is that your deliverability is going to be hit. And not just this mail campaign but, potentially, all your emails, including transactional ones.
That’s a high price to pay.
Another hidden cost is that, depending on the info you purchased alongside your email list, your ability to segment and meaningfully personalise the mail will be affected.
Personalisation in an email can boost your response rate by as much as 143% according to a report from Woodpecker
And your open rates can be boosted by 22.2% if personalisation is used in the subject line, according to a report from Adestra