Is Buying a Direct Mailing List a Bad Idea?

Direct Mailing List

Above all else, a strong business-customer relationship needs to be reciprocal. That means that your dealership’s buyers should have the ability to opt in to or opt out of advertisements from your team.

Unfortunately, that idea is lost once you purchase a direct mailing list. The result? Your next automotive email campaign goes straight to the recipients’ spam folders.

To fully understand why buying a direct mailing list is a bad idea, though, you need to first look at how this technique compares to the host of other email marketing options available.

That’s why the team of marketing masters at Aspen Automotive is here to help you learn more about how purchased email lists compare to opt-in email lists and some of the pitfalls of buying an email list. Let’s get started!

Purchased Email Lists vs Opt-In Email Lists: Which is Better?

Email ListIn short, purchased email lists contain a roster of email addresses that’ve been gathered by a mailing list agency. For the most part, the individuals on these lists have not consented to receiving emails from your team.

In addition to that, the very fact that opt-in email lists exist means that the addresses included on a for-sale mailing list won’t end up being solid leads for your dealership.

Not only can your recipients’ email inboxes automatically filter non-consent emails into a spam folder, but those same addresses have usually been taken from other websites where the individual knowingly opted in to receiving emails. At the end of the day, that’s a recipe for both poor email campaign results and dissatisfied leads.

On the other hand, opt-in email lists are essentially the complete opposite of purchased email lists. Opt-in email lists round up all of the addresses that have been voluntarily provided to you by those who visit your dealership or browse your website.

By giving your team their email addresses, these leads understand that they’ll receive email communication and other resources from your business.

Ultimately, the individuals included on an opt-in email list want your dealership to send them relevant content, which means that receiving an email from you is more likely to yield positive results.

Why Buying Email Lists is a Bad Idea: Compliance, Reputation, and More

Now that you’re more familiar with the key differences between purchased email lists and opt-in email lists, it’s time to find out why buying an email list isn’t the best way to get your dealership on the map.
The General Data Protection Regulation and Legal Compliance

GENERAL DATA PROTECTION REGULATION In May 2018, the General Data Protection Regulation went into effect in the European Union. While this may not seem like it should apply to your dealership, it’s paramount to understand this act fully before choosing to buy an email list.

The individuals protected under GDPR must provide your business with explicit consent to send them emails and other marketing information. This brings us back to one of the main characteristics of purchased email lists: the addresses included in these logs are not backed by the consent of their owners.

For this reason, buying an email list automatically makes your dealership non-compliant with the GDPR. How does this apply to your US-based dealership, though? Well, if any of your buyers reside in Europe, you must comply with the GDPR.

Likewise, if any of your US-based customers travel to the EU, they will also be covered by the General Data Protection Regulation act. Finally, if your US-based business markets products over the web or processes data from individuals residing in the EU, you must comply with GDPR.
Poor Reliability of Email Address Quality

We’ve all been in a situation where we have a positive consumer experience at a new clothing store or local restaurant and decide that we’d like to subscribe to the business’s mailing list.

How would you feel if that business sold your information to another company? Not so pleased, right? Well, that’s what happens when you purchase an email list.

On top of that, the email addresses on these lists have usually already been utilized by other businesses with the same goal in mind. The more unwanted emails those individuals have received, the more likely it is that your dealership’s email campaign will land in their spam inbox.
Business and IP Reputation Risk

IP AddressThe more unwanted emails your dealership sends to the addresses included on a purchased email list, the more likely you are to damage your IP address and company’s reputation.

As a direct result of our point above, there’s no way of knowing whether the email addresses on your email list are being monitored by a spam prevention company.

So, it’s entirely possible that, as soon as your dealership deploys your first automotive marketing campaign to your purchased mailing list, you’ll be identified as a spammer, which cause your Sender Score to plummet.
Poor Email Response

Perhaps the most important part of your dealership’s email campaign is the results it yields. In general, the open rate for email marketing in the automotive industry is 17 percent. However, once you start using purchased email lists, those numbers go down.

Why is this the case? If your dealership’s email campaign even makes it to the intended recipient’s inbox in the first place, the individual won’t have any familiarity with who you are or what you’re offering them, both of which are necessary to get potential leads to open an email.

Nurture Your Leads with Eye-Catching Automotive Marketing Today!

At Aspen Automotive, we want to help dealerships across the country and beyond use the best protocols to guide their automotive email marketing strategies.

By teaming up with your in-house team and providing you with the means to creating engaging automotive marketing content, your future customers will be eager to check off that opt-in box.

To learn more about our email marketing expertise and advertising approach that’s focused on buyer satisfaction, feel free to give us a call or send us an email today!