I get asked a lot if Delivra sells email addresses. The short answer is NO. We are a permission based email service provider - this means you can only send to opted-in email addresses through our system. However, since I talk to thousands of people, some have experience with purchasing email addresses. Allow me to share some of their wisdom:
If the price seems too good to be true, it probably is.
I've heard prices ranging from pennies to several dollars per email address. What seems consistent is the cheaper the price, the less effective the emails are.
Ask, "how are you going to send to the recipients?"
Apparently, there are companies who will sell you the email addresses but won't send to them. This should be a red flag in my book. It probably means the company knows the email addresses are bogus. They don't care though because by the time you figure this out, they have already cashed your check.
If the company is going to send to the recipients, how are they going to get in the inbox?
Just because a company will send to the recipients, doesn't mean your out of the woods. Yes, typically the emails they are sending to are opted-in. But they aren't opted-in to receive emails from you. These are generally recipients who didn't check or uncheck the box that says "Please send me emails from your affiliates". This opens the floodgates for the recipient to receive emails from ANYONE. Once they receive your email, they won't know you, and will typically mark your message as spam. This hurts not only you, but also the sender. Their IP reputations are usually so shot, the message won't even get into the inbox.
My open rate is WHAT?!
We've all heard the industry average open rate is around 20%-25%. That's when you are applying email best practices. Purchasing a list is definitely not email best practice. So what should the open rate be for these types of engagements? I've heard numbers ranging from 0%-2%. And even though they opened it, it doesn't mean the recipient is engaged...more like enraged - which will lead to that person marking your message as spam (see above).
I understand that companies want to grow their list. There are lots of good ways to do just that. I just don't think purchasing a list is one of those ways. If you'd like to find out how Delivra can help grow your list (the right way), give us a shout, we'll be glad to help!
Here's a picture of some puppies I found on the internet: