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Appendleads is not unusual

I called out David Williams from appendleads.com yesterday for his spam. Sure he’s a spammer, his database is full of garbage information and his email violates CAN SPAM but he’s not that unusual in the realm of list sellers. He is very typical of the people I see offering lists for sale.
List sellers are the internet version of used car salesmen. Everyone knows they are slimy sales guys who will do anything to close the sale. They don’t have a real web presence, just visit appendleads.com and see what I mean.
And yet, people still buy lists from them! I have no doubt that my spammer friend has a nice little business selling email addresses. He sends out spam, he gets a few responses, makes a tidy profit and then sends out another spam, hooks a few more people and makes more money.
OK, so not all list sellers are like appendleads. Some of them go so far to build a website. But at the core they’re the same. They are selling data that isn’t clean, it’s not opt-in, it’s not been verified.
This is why so many of us harp on not buying lists. The sales guys talk a great game, but they aren’t selling what purchasers think they’re getting. They also don’t care. They have no incentive to clean up their data. They have no incentive to accurately represent what they’re selling. All of the risk is on the person that sends the email. Once they have their money, the buyer is on their own.
Can you ever successfully purchase a list? I’m sure some senders have. But that experience is closer to winning more than a thousand dollars in the lottery than an actual good business decision.

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Size isn't the only metric

MarketingSherpa has a case study up today about a company that took an aggressive stance on re-engagement that reduced their house list size by over 95%. While the size of the list went down, online sales doubled.
The whole article is a lesson in how to do email right. They are sending relevant and engaging mail to their subscribers. They kept the addresses of people who wanted the mail, but designed a new program from the ground up. All of the key points I, and others, keep talking about is present in their new program.

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Tagged Email Addresses

Sept 17, 2019: Shutting down comments on this post because we cannot help you recover any email account and I am concerned about the number of people who are providing PII (including phone numbers, credit card numbers!!! and email addresses) in the comments. 

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