A purchased list may promise quick reach, but the people on it did not ask to hear from your organisation. The seller cannot transfer recipient recognition or trust, and any consent claim may be incomplete, outdated or unsuitable for the messages you intend to send.
These lists frequently contain old addresses, typographical errors, spam traps and recipients who do not recognise the sender. High bounce and complaint rates then affect the domain and IP reputation used by every message—not only the campaign that caused the problem.
Grow the list from a direct relationship
- Explain what subscribers will receive and how often.
- Record when, where and how each person subscribed.
- Never add addresses collected for an unrelated purpose.
- Protect forms against automated or malicious subscriptions.
- Provide a simple unsubscribe route in every subscription message.
Legal requirements vary by country and context, so obtain appropriate advice for your organisation. Whatever the jurisdiction, direct permission and accurate records are also the strongest practical foundation for good deliverability.
AuthSMTP's Acceptable Usage Policy sets the requirements that apply when using our service.
Build a permission-based list directly; do not purchase, harvest or borrow recipient addresses.
Document the source of every active list. Quarantine any addresses whose origin and permission cannot be demonstrated instead of mailing them to see what happens.