Purchased Lists and ESPs

After some thought, I’ve decided to remove a few ESPs from this list based on personal experience with them allowing customers to send to purchased lists. If your company has disappeared and you want to come back, you’ll need to actually stop the spam coming from your network. Every company that’s been removed has received a complaint from me specifically mentioning the address was purchased and allowed that same customer to continue spamming the same address. Deal with your spam and we can talk about reinstatement. 

One thing almost every ESP delivery person has dealt with, at one time or another, is a customer complaining about being unable to send to a purchased list. Inevitably, the customer will say “But other-ESP lets us send to purchased lists, why won’t you?” I’ve heard this over and over from many different colleagues.
Of course, the customer is almost always leaving other-ESP because of poor delivery. They think changing ESPs will improve their delivery. The problem is delivery is often poor because the ESP lets customers send to purchased lists. Purchased lists usually perform poorly because many list sellers are not very conscientious about permission.
ShadyGuyWebsite
What ESPs don’t allow purchased lists?
Act-On
APSIS
Amazon SES
Autopilot Journeys
AWeber
Bronto
Campaign Monitor
Constant Contact
ContactPigeon
dotmailer
Dyn
Expertsender
GreenArrow
HubSpot
iContact
Infusionsoft
Klaviyo
Mad Mimi
MagNews
MailChimp
MailerMailer
Mailivy
Mailjet
MailUp
Mapp Digital
Marketo
Maropost
MessageGears
Omnisend
Ortto
ONTRAPORT
Oracle
Responsys
Sailthru
Salesfusion
SendinBlue
Sendamatic
SharpSpring
SimplyCast
SocketLabs
SparkPost
StrongView
Swiftpage
These are the big ESPs that drive the market and they don’t allow purchased lists. There’s a reason for this. ESPs that allow purchased lists don’t have great delivery. Their customers send a lot of unwanted and unsolicited email and it taints all the mail coming from their space. I’ve done work for a couple ESPs that that had all their client mail, even the permission stuff, going to bulk at places like Yahoo! and Gmail.
Purchased lists drive delivery problems.
What’s more, the ESP reps know when customers say other-esp lets us send to purchased list it may not be true. I’ve heard at least 3 or 4 of the above ESPs listed as allowing purchased lists. But they don’t. Sure, some customers can, and probably do, get away with purchasing lists and mail them off the ESP. But if they get caught they’re either disconnected or they’re told to stop sending to the purchased list.
Many ESPs prohibit the use of purchased address lists and for good reasons.
Note: if you’d like your ESP added to this list, please contact me (email or in the comments) with a link to your published no purchased lists policy and I’ll add you here.

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Old Lists and RadioShack

RadioShack is putting their assets up for sale including more than 65 million customer records and 13 million email addresses. Many are up in arms about the sale of personal data including the Texas Attorney General and AT&T who both want the data destroyed.
Part of the controversy is that RadioShack’s privacy policy states the collected data will be only used by RadioShack and its affiliates and that they will not “sell or rent your personally identifiable information to anyone at any time”. Company acquisitions happen all the time and data like this is often sold to the new owner and the sale of customer data is common. The problem with RadioShack selling the customer data is that their privacy policy states they will never sell the information.
RadioShack was one of the first companies to ask for personal information at checkout, sometimes refusing a sale without providing it and the collection of data during checkout caught on quickly. Having demographic information for retargeting of customers is extremely valuable to marketers, but only if it’s valid data. With RadioShack, people often lie about their zip code and if they are giving incorrect zip codes I’m pretty sure their email address isn’t going to be valid either. Even Kramer asks why does RadioShack ask for your phone number…
https://www.youtube.com/watch?v=WgfaYKoQxzQ
If a client asked if this was a good investment and if the list had value, I would tell them no. Sending to this list will have poor delivery because the data is dirty and the lack of a clear opt-in is going to be problematic especially since a RadioShack customer is not expecting to receive mail from you. Many ESPs have policies prohibiting sending to a purchased list and doing so will hurt your relationship with the ESP.
If a client had already purchased the list and wanted to send to it, I would tell them their reputation is going to take a significant hit and I would discourage them from sending. The list is going to be full of domains that no longer exist and contain abandoned email addresses including ones that have been turned into spam traps.
When preparing to send to a new list of email addresses, I go through this process:

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CASL is more privacy law than anti-spam law

Michael Geist, a law professor in Canada, writes about the new CASL law, why it’s necessary and why it’s more about privacy and consumer protection than just about spam.

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The naming of lists

Any ESP that supports multiple mailing lists per customer lets you name your mailing lists. That’s useful for keeping track of where a list was from , but sometimes those list names are visible to the recipient:

Here the list name is visible on the opt-out / email preferences form, but you’ll also see them in (hidden) email headers or (visible) email footers.
“Last 10000” is pretty innocuous, but I’ve seen “Non responders”, “Vegas blast”, “Opt-outs 2010”, “Jigsaw 3”, “Purchased 2011-07-01″, Trade 2”, “Co-reg 4” as well as lists named after companies completely unrelated to the list owner.
You could check to see whether the list names are visible on every ESP and mail platform you use – or you could just assume they will be visible to end users eventually and be always careful in naming them.

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