The easiest way to get +100 new customers in eCommerce is to send an email newsletter to 1,887 subscribers (based on an average conversion rate of 5.3%). Where do you get those email database addresses quickly? If you try hard, you can build up a subscriber base in a month. In the normal mode of collecting addresses by the subscription form, it would take from a couple of months to a year or even more.

But why suffer, why save up, because you can simply “buy an email database” on the Internet?
Minimal costs, fast leads! It would seem, what are you risking?

The Smart City Enterprise team has been developing email marketing tools for 13 years and understands all the details of sending effective emails.

Buying or collecting the email database is possible and it is legal, the main thing to consider is all the nuances in the subsequent work with her work.
It is not as easy as it may seem at first database

If the email database has already been purchased, you need to:

1. Clean up the database.

Check the existence of emails, make sure they are spelled correctly, and remove spam traps.

Spam traps are addresses created by email providers or filters to track and block unscrupulous senders.

Often they sell low-quality email databases on the Internet that contain the above addresses. An email campaign based on such a list is a failure. You can check the validity of email addresses on your list using specialized programs or services.

2. Prepare the letter according to the requirements for cold emailing.

The goal is to convince the person to continue communicating with you in one letter:
Explain who you are and why you are writing to the person. For example, you work in the same field and could help each other, you found his contact in social networks. It is important to include your name and the company you work for.

Add a link to unsubscribe. Offer the person an alternative to “This is spam. That way you clear the list of those who don’t want to continue the conversation.

Offer to subscribe. This way you get a documented confirmation to the mailing list and you can move to a better level of email marketing.
The relevant subject line and offer. Formulate a subject line that briefly captures the essence of the email and the recipient’s interests: “Article exchange,” “LinkedIn partnership.”
Not to sell, but to get acquainted for long-term cooperation – this is the main purpose of a cold letter. For example, the purpose of spamming is a one-time hype (run a million emails, get a certain number of purchases. And then – a ban).

But a cold mailing is exactly about building a relationship with a prospect.

Personalize the email. At least according to the names of the recipients. This is a universal requirement that is especially relevant in cold newsletters because it will help you bypass spam filters and win the trust of the reader.

Avoid spam words: “100%”, “freebie”, “Money”, “You win”, etc. – It’s an instant ban.

Do not insist. If the person ignored your offer – remove him from the list. If the emails have a low Open Rate, it makes sense to change the subject line, if the CTR is bad – change the content and remind him of yourself at another time.

But don’t bore them.

For example, don’t send newsletters every day, because email providers’ filters will give you a ticket to spam.

An email campaign that does not comply with the rules above is spam.

Repeated mass mailings on such a list will be blocked on the recipient side by the spam filters of Gmail and other email services.

Moreover, your domain and IP address will be blacklisted. And even if you change the sender address and the list of recipients, your mailings will be considered spam, because your reputation is ruined.


When is mailing spam?

The fact that you’re sending out to a purchased/collected/third-party email database doesn’t make you one.

To be sure, answer the following questions:

  • I know the interests of my audience.
  • I address each recipient by name.
  • The recipients of the email newsletter are potentially interested in my offer.
  • My offer brings value to the recipient.
  • I always insert an unsubscribe link in the email and unsubscribe those who don’t want to receive my emails.
  • When sending an email campaign, I always introduce myself and remind the person why they received the notice.
  • I present my offer briefly and clearly, without flood and difficult to understand speech.
  • I only send emails to people who have shown interest since the first newsletter.

If you can say “yes” to all the points, then you are not a spammer, but a cold email sender.
As soon as you cross this fine line, you will feel all the “charms” of the corresponding title.

Remember, a good email database is half the success of the mailing list. So send your emails wisely and constantly work on the quality of your email list.

Have a great conversion rate!