As the third part of our email marketing series, we look at the benefits and pitfalls of purchased lists and organic email lists.   

There are many outlets and 3rd party vendors where you can purchase an email list to kick start your marketing. But, there are some pitfalls likely to come with a purchased list. For example, when you purchase a list, those users have not directly opted-in to receive emails for YOUR organization. This can lead to high bounce rates and low open rates. Those metrics are bound to put you in the junk folder.  

Purchased lists do have benefits though. When it comes to highly targeted segments, specifically if you purchased a list from a trade show or conference you sponsored, it can help you reconnect and even close some deals.   

Organic lists also have some pitfalls. The first and biggest is the amount of time it takes to build. Organic lists take consistent effort over the over of months and years to build out. This pitfall is often why people turn to purchased lists. However, having the patience to build out your lists will come with some great benefits. Organic lists often lead to higher open rates, lower bounce rates, and higher conversion rates.  

 Email marketing is not set it and forget it. It is a consistent effort that takes time to build and execute. But knowing the goals of your business purchased lists can help you build and maintain your organic lists.  

Watch the video version: https://youtu.be/z1yLEJWvFQ0

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