Email marketing is one of the best ways to recruit new agents and grow your business, but of course, you need a list to mail to. For this, you have a couple of options: You can purchase an email list from a vendor, or you can partner with a company that has an email subscriber list.

Purchasing an email list is cheaper than partnering with a company who has a database of subscribers, but as the saying goes, “You get what you pay for.” Typically, purchased lists are built quickly, sold to multiple companies (your competitors), are not well maintained and are less responsive to marketing messages.

One of the biggest differences is the quality of the list. Most of the addresses and the demographic data will either be missing or out-of-date. Plus, the people on this list have not given you direct permission to email them, which exposes your company to three huge dangers.

Buying an email list exposes you to 3 Extreme Dangers

1. Five-figure fines: CAN-SPAM laws state you must have direct permission from the individual to communicate with them. Even though you bought a list, you didn’t get permission from the person on that list, and for this you can suffer damaging fines.

2. Email service provider trouble: Many email providers forbid companies to send emails to a purchased list because it hurts their sending scores. If you’re caught using a purchased list, your account could be permanently shut down, which would prevent you from sending future marketing messages to anyone (even to people not on the list you purchased).

3. Harmed deliverability and IP reputation: You run a much higher risk of being reported as a spammer by the recipients since they don’t know who you are. This can permanently damage your sender reputation and hurt the deliverability of your emails for years to come.

Buying 10,000 email addresses might seem like a bargain, but the risks easily outweigh the potential benefits.

The Right Way to do Email Marketing

Getting your message in front of a subscriber email list (like InsuranceNewsNet’s) might be a little more expensive, but the results you can achieve are much greater.

The people on these lists have signed up to receive information on a specific topic and have given the sender permission to send them emails. These lists take a long time to build and a lot of time to maintain, and they are more responsive to marketing messages.

3 Huge Advantages of an Email Subscriber List

1. Trust: You get to piggyback on the trust the company built with their subscribers over time. Subscribers who are on the list trust that the sender wouldn’t send them a message from a shady company.

2. Responsive: Subscribers know the sender and enjoy receiving their valuable emails, so they are much more engaged.

3. Less Work: Many companies you partner with offer creative services to help get your message the best results. They know what their subscribers respond to most and what they want to see.

Don’t forget that if a subscriber fills out an opt-in form to get one of your offers, you now have permission to email them in the future. This allows you to stay in touch and send them an email whenever you want—without having to worry about the dangers you face when purchasing a list.