6 Tips for Buying or Renting a Profitable E-mail List

While renting an email list is a great way to increase your company’s marketing reach, a poor-quality list can actually harm your performance and reputation. Follow the tips below to make sure you end up with a quality, profitable e-mail list.

  1. Avoid Junk Lists: Although it’s possible to rent an email list with hundreds or thousands of contacts for around $100, these so-called “junk lists” are likely to contain untargeted recipients who did not give their permission to receive information from companies. In addition to this practice being illegal, emailing these contacts essentially makes you a spammer.
  2. Buy Only Opt-in Lists: One of the keys to a top-notch email list is having contacts who have given their permission to receive emails. But, don’t just assume that recipients have opted in because a broker says they did. If a broker can’t demonstrate its permission strategy, you should opt out.
  3. The More Targeted, The Better: When it comes to email lists, bigger isn’t necessarily better. A large, more general list provides you with more contacts, but a smaller, more targeted list generally offers a higher response rate and therefore a better return on investment (ROI). So even though targeted list might cost more, it’s well worth the money.
  4. Ask About the List’s Performance: Before you rent an email list, it’s important to inquire about its past performance. Specifically, you should only rent a list with strong performances in three major metrics: open rate, delivery rate, and click-thru rate.
  5. Buy A Fresh List: With an email “decay” rate (emails that no longer work) of around 2.5% per month, making sure that a list is recent is vital. If it’s several months old, you could end up with a high percentage of addresses that are duds, which will hurt your potential ROI.
  6. Start Small: When it comes to the success of your marketing campaign, it’s always difficult to predict whether an email list will perform or not, even if it seems great on paper. To avoid investing a large sum of money in an underperforming list, conduct a trial campaign to gauge results. If they are promising, you can invest more in a subsequent campaign.

Does renting an e-mail list sound like it could help your business? If so, compare the cost to buy an e-mail list to the cost to rent an e-mail list. No matter which one you choose for your business, an e-mail marketing campaign could help you greatly improve your profits and advertise to potential customers.

Dean Saliba

Dean Saliba is a freelance writer, professional blogger, media enthusiast, dirty football player and huge professional wrestling fan who covers a wide range of subjects and niches including, making money online, traffic generating, pro wrestling, blog reviews, football, how-to guides, music, internet marketing and more.


  • Isn’t renting email lists a bad thing?I think that It’s a Waste of Money.

    • Yes it is. Even if it is targeted, users may feel it annoying because it is not within their consent. Imagine yourself receiving such emails without even your knowledge of subscribing to them. It’ll definitely go to trash unless, you’ve got a killer offer.

      • Feye has pretty much said what I said in my earlier comment. In my opinion I’d stick with making my own list, it might be time consuming but it will be worth it in the long run.

    • While it may not be a waste of money I do thinks it is something I’d avoid as I think it would annoy people who may be on the list who have not necessarily have given their permission to have their email address sold.

  • In my opinion, the best way to build an email list is to offer free SEO/marketing pdf courses through subscription with e-mail. This way you will get targeted people with real e-mail addresses. Try to attract people in different ways to subscribe to the newsletter, to receive free e-courses, to join a contest with the e-mail address, anything that can bring you some correct e-mail addresses, and even targeted people. Thanks for sharing this great article, I’ve learned a few useful things from it.

  • Email lists to me only work on customers who are interested in products you sale. We all receive emails everyday from people with products or information which we are not interested in. I never read or open any of these emails with due to fear of a virus or something worse. Most of my time is spent really getting to know my customers and then ask them if they are interested in joining my email list. Or marketing my email subscription online. In both cases, it has been very successful. Many businesses have forgotten is good old customer service. Without our customers, we are nothing.

  • Why not just take the time in building your own email lists through the distribution of highly valuable content – for example, in the form of a useful e-book (along the same lines as Zvi was saying). Permission marketing at its best – and you don’t have to put a ton of effort into getting your prospects to recognize your brand because they opted in on your site!

    • Personally I would build it myself mainly because I wouldn’t want to spend money on buying a list. 😛 I’m in the process of writing a couple of free ebooks to entice people to join my list.

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