Friday, 28 May 2021

Why can’t I use a FREE ESP (gmail,yahoo,hotmail etc.) as Sender in my Campaigns


Why can’t I use a FREE ESP (gmail,yahoo,hotmail etc.) as Sender in my Campaigns

Free email address services have policies in place that are meant to prevent email scams but can cause delivery issues for legitimate business. Therefore, it‘s mandatory to use a business email address as a reply-to address to boost deliverability and prevent delivery problems. 

For example, if you would use as a reply-to mail address, the recipients’ inbox might identify you as SPAM and move you to the SPAM section right away.

What are the problems with free email? The main restriction of an email address from a free service provider is that you don’t own the domain, therefore this limits the control over that domain’s delivery policies

How DMARC Applies to a Sender Identity


When sending email via a service provider such as SENDER, you will be asked to authenticate a domain. All major mail providers such as Google, Microsoft, and others implement DMARC to protect their customers and prevent abuse. Let’s use Google’s Gmail and the email address as an example.

Google has SPF, DKIM, and DMARC policies. Google’s DNS records will approve domains such as and the IP addresses google controls. SENDER domains and IP addresses will not be included in Google’s approved domains and IP addresses. 

When you send a message from to using SENDER, a yahoo server will receive the message. Yahoo will then look up Google’s SPF and DKIM records because Google is the domain in the return-path message header.

The Yahoo receiving server will determine that the message was sent using a SENDER IP address and was not signed by Google’s private key. Both SPF and DKIM will fail, causing Yahoo email to employ the DMARC failure policy specified by Google.

Basically, Yahoo, or any other receiving email server, has no way of knowing whether you are using SENDER to send an email for legitimate purposes or spoofing Gmail’s domain.

That’s is why SENDER impose authenticating a domain. The SENDER domain authentication method provides CNAME records that you place on your domain to approve SENDER’S IP addresses, plus will automatically manage your SPF and DKIM records, protecting your domain’s reputation.

Many of the popular email providers implement DMARC, including:
  • AOL
  • Gmail
  • Microsoft (Hotmail, MSN)
  • Outlook
  • Yahoo

How to avoid Gmail marking your emails spam due to suspicious URLs


Gmail is careful to protect its users from phishing activities, so it classifies suspicious emails as spam. To prevent its users from unknowingly opening a phishing email, Gmail notifies recipients of the reason the mail is classified as suspicious. These reasons will help the senders to identify their mistakes and prevent repeating them in the future. If your URLs are improper, Gmail classifies the emails as spam with the following warning:

"Be careful with this message. The email contains a suspicious link that was used to steal personal information. Unless you trust the sender, don't click links or reply with personal information"

"Be careful with this message. Similar messages were used to steal people's personal information. Unless you trust the sender, don't click links or reply with personal information."

The above warnings make your contacts lose trust regarding your future emails, and might fail to open them and mark them as not spam. As this badly affects your email deliverability, we request you to take immediate actions.

How to avoid Gmail marking your emails spam due to suspicious URLs

The warning message shows that there's something suspicious in the URLs you used. So, focus on URLs and check that your sending practices follow the suggestions below:

Check for broken URLs
Always ensure your URLs work properly before including them in an email. Redirection to a non-existent page leads to abuse complaints from contacts. 

  1. Blacklisted Domain
    URLs with blacklisted domains are a possible reason for the warning. Check if your URL domain and sender domain are blacklisted with anti-spam services such as SpamhausSpamcopBarracuda, and others. If yes, then raise a de-list request to the service.
  1. Don't include URLs with multiple redirections
    Multiple redirections are a common trick used by spammers. When contacts encounter multiple redirections, they feel insecure and mark the email as spam. So, ensure that the URLs redirect straight to the desired page.
  1. Don't include shortened URLs from public services
    If the domain of a shortened URL is blacklisted, URLs are considered suspicious. So, avoid publicly available blacklisted URL shorteners.
  1. Don't seek contacts' personal information 
    URLs should not be used to seek personal information such as email address, passwords, residential address, phone number, and credit card information.
  1. Avoid suspicious/spammy phrases in the URL or in the page redirected from the URL.
    Phrases such as "online dating", "lose weight", "please help", "extra income", and "donate" make your contacts doubt the legitimacy your emails and mark them as spam.Send test emails to your Gmail account to identify if anything is wrong before sending the actual campaign.
  1. Maintain a proper WHOIS registry for your domain
    Spam filters check the WHOIS registry for anything suspicious. The information in the registry should be original and updated regularly.

Since URLs are the gateway to your click rate, it makes sense to optimize them. If your URLs appear safe in your future emails, Gmail eventually makes your emails appropriately land in the inbox. 

Tuesday, 5 September 2017

Why and When Do Email Accounts Expire?

Email addresses are not permanent. In fact, a historically active email address may suddenly croakwithout warning or a farewell notemuch to an email marketer's dismay.
Such email addresses that vanish into the ether do come with a somewhat bland obituary, though, in the form of a non-delivery report (NDR). The NDR generally indicates a useful yet enduring error, such as: "no such user" "mailbox not found""the mailbox has been deactivated""the recipient has moved on so please stop mailing". (OK, I may have made up the last one.) These are what are known as hard bounces.
Hard bounces indicate an invalid email address or an address that is no longer in use. For this post, we'll focus on the latter case as it applies to webmail accounts: Why do some email addresses at popular webmail providers, such as Gmail, Hotmail, or Yahoo!, suddenly become undeliverable?
Here are the most common reasons why a once-valid email address might be deactivated. 
  1. The user has chosen to close the account. It's easy to open a webmail account, and it is just as easy to close one. Users who decide to ditch their existing email address usually have an online, self-service option to permanently deactivate their mailbox with any of the top webmail providers.
  2. The account has been deactivated for abuse. Webmail accounts are governed by the provider's Acceptable Use Policy (AUP) or Terms of Service (TOS). If a particular account has been investigated and verified by the webmail provider to violate their AUP or TOS, that account may be terminated immediately if the violation warrants it.
  3. The email account has turned dormant. Webmail accounts are free to register for, but they do come with storage and other costs to their providers. As such, most providers periodically deactivate accounts that are no longer used. Specifically, if an email account has not been logged in to for a certain period of time (more info on specific timeframes below), then that account will be deemed dormant and will be a candidate for automatic deactivation. The routine purging of inactive accounts from the system helps providers maximize their resources. 
As one of the tenets of list hygiene is to stop emailing an address that results in a permanent error (aka hard bounce), this information can help senders understand why there is constant attrition within their mailing lists. Furthermore, here's specific guidelines on when popular providers deem an account as dormant and, therefore, eligible for deactivation:
AOL = 90 days of inactivity
Gmail = 9 months of inactivity
Hotmail = 270 days of inactivity
Yahoo! Mail = 6 months (or more) of inactivity

Wednesday, 15 March 2017

Why email landing in gmail SPAM?

Google’s Gmail service now gives you some warning as to why an email is flagged for spam. If your newsletters are being trapped by Gmail spam filters, you might want to have a look and see what the reasons are. Here’s how. First, make sure your Gmail account is subscribed to your list. If your message is flagged for spam, go into your spam folder and find it.
Gmail spam warning
Click on the message to see details about why it’s in your spam folder:

Gmail will list one of 8 different spam warnings:

  • Why is this message in Spam? We’ve found that lots of messages from are spam.
  • Why is this message in Spam? It’s similar to messages that were detected by our spam filters.
  • Why is this message in Spam? It contains content that’s typically used in spam messages.
  • This message was likely forged and did not originate from your account.
  • This message may not have been sent by:
  • Be careful with this message. Similar messages were used to steal people’s personal information. Unless you trust the sender, don’t click links or reply with personal information.
  • Be careful with this message. Many people marked similar messages as spam.
  • Be careful with this message. It might contain a virus or a malicious link.
Let’s take a brief look at what each might mean for your email marketing program.

Reputation Problems

These two messages indicate that you have a reputation problem – that a lot of people are marking your messages as spam:
  • Be careful with this message. Many people marked similar messages as spam.
  • Why is this message in Spam? We’ve found that lots of messages from are spam.
If your email marketing is flagged with either of these messages, your reputation is in the trash. You need to consider things like re-engagement campaigns, pruning your list of bad or non-responsive email accounts, and generally improving your reputation among subscribers. People might be flagging you for deceptive subject lines or your unsubscribe link is so buried that they just flag you as spam instead. Bottom line: you need to send more good email and less bad email. Crank up your value, remove bad subscribers, and dig in for the long term reputation recovery.

Authentication Problems

These two messages indicate there’s an authentication problem with your email service provider and your account.
  • This message was likely forged and did not originate from your account.
  • This message may not have been sent by:
There’s a good chance that your DNS records are not set up correctly and/or you’re not using Sender ID, SPF, and other common email authentication mechanisms to certify that you are who you say you are. Fix those, and your messages should stop getting flagged for these criteria over time.

Content Problems

These two messages indicate that you’ve got a content problem.
  • Why is this message in Spam? It’s similar to messages that were detected by our spam filters.
  • Why is this message in Spam? It contains content that’s typically used in spam messages.
Your content has problems. It’s been judged not valuable or contains content that is such a hard sell that it triggers Google’s content-based filters. Things like all-image emails or overuse of sales promotional words and phrases are to blame here, so make sure there’s legitimate editorial content in your messages to balance out the sales pitches. Bottom line: send more valuable email, email that people actually want, and they’ll stop flagging it as spam. Make sure you have prominent unsubscribe links and use the List-Unsubscribe header option if your email service provider offers it so that people who don’t want to be on your list can leave instead of flagging you as spam.

Serious Content Problems

These two messages shouldn’t be seen with your email marketing.
  • Be careful with this message. It might contain a virus or a malicious link.
  • Be careful with this message. Similar messages were used to steal people’s personal information. Unless you trust the sender, don’t click links or reply with personal information.
Generally, these are reserved for messages that are phishing scams. If your email marketing is being flagged as spam with either of these two messages, you have a serious problem. Chances are, someone has hacked into your server or account on your email service provider (a case for strong passwords) and is sending scam emails from it. Contact your IT administrator or email service provider account manager immediately to get help.
If you don’t already have one, consider setting up a free GMail account and subscribing to your own newsletters just to get access to these kinds of spam reporting mechanisms. GMail is one of the first email services that offers this level of transparency about why a message is spam to the end user, which is immensely helpful to you as an email marketer.
For NetGains customers using our Professional, Broadcaster, or Publicaster editions, contact your account manager if you have questions about implementing any of the solutions discussed in this article. We’re happy to help. If you’re not a NetGains customer but would like to be to get access to a dedicated account manager who can help solve problems like these,

Tuesday, 14 March 2017

Before You Email Your List — Read First

…You created a new product.
…You gave it a great name.
…You went all-out in search of publicity.
…You offered cool opt-ins and attracted fantastic new subscribers.
…You waited two weeks for the excitement to die down and to get yourself in order, and now you’re ready to email your list for the first time.
This is a common scenario…usually followed by a BIG mistake.
What do most people do in your situation? They jump right into an email funnel with their brand-new opt-ins. Makes sense, right? After all, they gave you their email address. They want to hear from you.
Not so fast, though. These people gave you their email address one week, two weeks, maybe even three or four weeks ago. Do they even remember signing up? Probably not. If you start sending subscribers sales emails after a few weeks of radio silence, they won’t even remember who you are.
You won’t get sales — all you’ll get is a pile of unsubscribes.
There’s nothing more annoying that getting an email and having NO clue who sent it, why you’re getting it and why they’re bugging you. It’s the same thing as being cold-called by a telemarketer. You’re a thousand times more likely to get a hang-up than close a sale.

There’s only one way to communicate with your cold list. You have to warm it up.

Just like you need to thaw a frozen turkey before you can really start cooking, you need to warm your list before you can really start selling.
Warming your list means reconnecting with your list. If you’ve had a period of no communication, whether it’s two weeks or six months, you have to go through a warming process before you can get back into the swing of normal communication.
After all, you wouldn’t jump into the middle of a conversation at a cocktail party and say “Hey, buy my product!” You’d get nothing but blank stares, and people would stop inviting you to parties altogether.

5 Foolproof Steps to Warming Your List

Start thinking tropical islands, sunny summer days, and hot coffee…because it’s time to get warm.

Step 1 – Reintroduction Email

First, you’re going to send an email to your list to introduce yourself.
You might think your subscribers know who you are — after all, didn’t they recently opt in to hear from you? — but you can’t make that assumption. Chances are, they don’t remember you.
Have you ever met up with a group of people, only to realize there’s someone in the group you’ve only met once? For the life of you, you can’t remember their name. Everyone assumes you know each other, and you feel too awkward to introduce yourself and risk looking silly. So you carry on like you remember them, all the while feeling self-conscious.
What a sense of relief you’d feel if that person walked up to you right when you arrived and said, “Hi, I’m Sameer. I think we met once before, but I wanted to re-introduce myself.”
Problem solved!
That’s exactly what you’ll do in your first email. Be personable, be welcoming, and be informative. Remind subscribers exactly who you are, why they signed up for your emails in the first place, and your mission or goal.
It might sound something like this:
“Hi, I’m Rishi, the founder of NetGains. You’re receiving this email because you recently signed up to find out more about growing the email list of your own. Over the next few weeks, I’ll be sending you some helpful information about email lists: how to grow them, how to groom them, and some fun facts about email lists throughout history. I look forward to getting to know you!”
Don’t worry about apologizing for neglecting your list. Just jump in and act like everything’s fine.

Step 2 – Provide Value

Did you notice that the paragraph above didn’t involve any selling? That’s because you need to re-establish your relationship before you start asking your list to buy things.
Would you buy a liter of milk from a guy on the street who walked up to you and said “Hey, buy this milk!”?
Or would you rather buy milk from your neighborhood grocery store, where the employees greet you by name, you have a store loyalty card, and you’ve happily shopped without incident for the last few years?
No one feels comfortable buying something from a total stranger. Who knows what you might get?
So instead of selling, it’s time to give back to your list. Win them over by giving them something valuable for free.
What should you give away for free? Think PDFs, helpful tips, insightful advice — whatever you have to offer that your subscribers will find relevant and interesting. As long as you’re not asking your list to DO anything in return, pretty much any applicable content is okay.
But don’t sell. At this stage, you shouldn’t even ask them to visit your blog. That’s asking your list to do something for you, and you haven’t built a strong enough relationship to make that request that yet.
Instead of sending readers to your blog, copy the content of a blog post right into the body of your email. Make it as easy as possible for your readers to receive your value.
In your quest to provide value, be careful of giving your subscribers too much to read at one time. 2,000 words of content in an email isn’t helpful, it’s annoying. And, just like telling your subscribers to buy your product or visit your blog, plopping a gigantic email in their inbox is like asking them a favor.
Instead, keep things brief. Your content should fill up a single computer screen, or a screen and a half. Don’t ask your readers to scroll down forever and ever, only to find your email never ends.

Step 3 – Get Excited

It’s important for your list to feel your passion throughout your warming emails. They’ll get excited if you’re excited!
A few ways to do this:
Explain why you started this project. What problems were you seeing around you, or experiencing yourself, that made you come up with the idea for your product? Why is this your personal mission?
Share personal anecdotes that are relevant to your readers and show that you feel their pain. This shows that you’re not just a robot sending them emails. It humanizes you and fosters a deeper connection. Your subscribers will think: “Hey, this guy gets me.”
Tell your readers what you’ve been up to. If you’re speaking at a conference, or you just had a phone call with a customer who told you a really cool story about their experience using your product, go ahead and share it.
Express genuine emotion. If you’re thrilled to share some great advice, or if you’re enthusiastic about a news story that relates to your product topic, let your readers know. Adding your own emotional reaction on top of the content you send will make it have a stronger impact.
Be careful about letting your emotion sweep you away into promising things you can’t deliver. It’s easy to get charged up and say “stay tuned tomorrow for 1,000 great tips about growing your goatee!” But if you can’t deliver, don’t make the promise.

Step 4 – Heat Things Up

Continue the warming process with a few more emails that follow the first three steps:
  1. Reintroduce Yourself
  2. Provide Value
  3. Get Excited
You might feel the need to overcompensate — to bombard your list with communication to make up for your period of silence. Don’t do it! Over-emailing can lead to a whole separate issue called Subscriber Burnout, or List Fatigue.
Instead, you’ll send approximately 2 emails a week over the course of two weeks. By the time your list is fully heated, you’ll have sent a grand total of 4-5 emails.
During these two weeks, you may notice some unsubscribes. Do not be alarmed! This is perfectly normal. The percentage of unsubscribes that you’ll get during a warming process is FAR lower than the percentage of unsubscribes you’ll get if you start selling to your list while they’re still cold.
It’s like a freezing cold pool on a hot day. Most people will want to ease into the water slowly instead of being thrown right into the deep end.

Step 5 – Business as usual

Congrats. Now your list is back to normal, at the same place it was when your subscribers first signed up a few weeks (or months) ago.
Once you reach Step 5 and your list is warm, you can begin your educational or marketing campaign.
And don’t let your list go cold again!

3 other times you’ll need to warm your list

We’ve been focusing on a neglected list that’s gone cold before you’ve ever started emailing, but there are other times you’ll need to warm up your readers.

Are you launching a new product?

Let’s say your business sells shoes, and now you’re going to start selling purses, too.
Your list is full of shoe-lovers, not necessarily purse-lovers, and you need to warm them up to the idea that you now sell another product.
By following a two-week warming regiment, you can introduce the idea of purses. You’ll talk about how passionate you are about them, share some helpful information about them, and generally get your list excited about the idea.
After that, you can start actively selling your new product.

Are you an affiliate campaign junkie?

Do you frequently let your list go cold, then warm it up halfway with a couple of emails? Then, do you launch right into an affiliate program?
If you’ve done this more than once, you might be an affiliate campaign junkie.
When you bombard your list with affiliate messaging without taking the time to cultivate a real connection, you’ll lose your list’s trust. They’ll get annoyed quickly. And once you’ve done this once or twice, they’ll stop responding to you.
Instead of letting your list go cold and warming it up just for affiliate promotions, try keeping your list warm all the time. Then, when it’s time to talk affiliates, you can seamlessly add that content to your regular emails without annoying your subscribers.
The key is to establish a relationship, maintain that relationship, and only then try to sell.

Do you have a Chronic Cold List?

If you get too busy to send emails, have trouble coming up with email content, or can’t remember the last time you sent an email, you might have a Chronic Cold List.
Don’t feel bad. This is a common problem, and it usually stems from you trying to do too much and putting your email communication on the back burner.
The best thing you can do to cure Chronic Cold List is to establish an editorial calendar, sometimes called a content calendar. It’s a chart where you can plan and track all of the emails, blog posts, and other content that you are going to release in the next three months.
Editorial calendars are easy to make and are total life-savers. You can use an Excel spreadsheet, a Google calendar, or even some WordPress plugins to help you stay organized and plot your content.
When you’re organized, you’ll be able to get a better view of the big picture. With a better view of the big picture, you’ll be able to see where there are holes in your email strategy. Then, you can plan ahead, creating terrific content well in advance.
You won’t have to scramble to get an email out the door, or wake up one day and realize that you haven’t emailed your list in six months.

Looking at the big picture is the key to preventing your list from going cold.

Success in email marketing isn’t about the size of your list. It’s about the ENGAGEMENT of your list. What’s the use of having 1 million subscribers if they’ve all gone cold? Better to have 500 subscribers who are on fire with passion for your product.
Let’s put this into perspective. Do you plan to launch a product in 2015?
If the answer’s yes, you should start planning to warm your list right now. Reinvigorate their enthusiasm and get them ready — now — for your latest and greatest product offering.
It takes time and patience to rebuild a trusting relationship with your subscribers, and if you want a successful launch, you’ll need them on your side well before it’s time to sell.

Sunday, 21 June 2015

Big Data Strategies for Email Marketing

Leveraging  data is nothing new – it’s core to the practice of marketing. What the  big data initiative means for email marketers is access to the data they  have wanted for years. The goal is to be smarter marketers,  providing a more relevant and meaningful experience to the subscriber. Big data can enhance  your capabilities with a newfound wealth of information.

Targeted, meaningful interactions

It is the data, not the intuition, that makes marketing programmes  successful. Being relevant is something we have discussed as an industry  since its inception. We prefer not to batch and blast; instead, we  strive to create unique and optimal engagements with the customer to  drive desirable behaviors. And it is the ability to leverage data in  order to make informed decisions and drive relevant offers that helps to  achieve that reality.

Find the offers that drive ROI

Email marketers have been running tests, comparing results and measuring  lift and incremental behaviour since before email marketing was a  channel. This is a practice which direct mailers really perfected –  largely because of the increasing costs to print and mail offers, but  whatever the reason it drove significant relevance. With the flexibility  of email, these tests are easier and more effective

Keep striving for greater gains

We’ve come a long way from the days when marketers could say “I waste  half my advertising dollars, I just don’t know which half.” Advances in  cross-channel tracking and reporting enable email marketers to build  detailed reports for follow-up. Still, most of these reports have been  limited: either in detail or timescale. For example, a detailed report  is given about a specific mailing or programme, but only aggregate-level  data is available over a quarter or entire year. This has long been a  reality of data storage limitations associated with system performance,  and that is one big challenge which the big data effort is addressing.  The ability to store, process and analyse mounds of information is  making many reporting geeks extremely happy.

Friday, 13 June 2014

Shun Purchasing email list

Marketing has become a mainstay part of business. Email marketing has grown exponentially for the past couple of years. Companies try to reach out to their potential customers with their services and products through email market campaign. In order to do this, they require a bulky email list to reach the maximum number of targeted customers.

There are different ways in which one can procure this email list:

Purchasing email list: There are numerous third party vendors who lend email lists to the companies. These vendors sell collection of email addresses of particular segment of people to any business or individual who pays the fees. 

Renting email list: This is similar to the purchase list except the fact that the seller holds the ownership and the control. 

Generating an opt-in/permission-based/subscribed email list:
 This kind of email list comprises either of following:
·         Customers who have joined recently
·         People who have opted, chosen and agreed to receive emails directly from you
·         Subscribed/signed up through an online sign-up form on your website or your             landing page.

Purchasing an email list has a huge downside. It may prove detrimental in the long run. Here are few reasons why not to purchase email list:

Drop in your sender score
Purchased lists possibly have high hard bounces and spam reports, inflicting disorder on your sender score (Score tracked by Return Path that rates the reputation of outgoing email server IP address on a scale of 0-100).
Dip in your sender score would surely and severely lower your chances of landing in recipient’s inboxes despite your so called non-spam inbox optimized future emails.

Could get you blacklisted

Purchased list usage implies non compliance to the ISP and email client guidelines.
Experienced marketers are aware that purchased email list is not only illegally procured and web scrapped breaching federal CAN-SPAM laws, but also created by websites that do swap email addresses or download user’s address book. In each of these cases, the purchased lists often generate really high hard bounces and get flagged as spam by recipients. Consequently, you will soon be noticed by ISP filters, getting blocked or blacklisted for sure; and instead of reaching customer’s inbox, you will reside in his spam folder.

Certain Email service providers take aid from organizations that combat email SPAM. These organizations plant spam traps or honey-pots so that the dubious list sellers can carry out their unethical practices by collecting these email addresses. Your purchased lists can contain such spam traps or defunct email addresses that may land you to a terrific destination (email blacklist), finding it difficult to come back on track. The brand will lose its sheen. Thereon, it is definitely going to hamper your delivery results as you risked your company’s reputation and rebuilding it would be consuming your resources heavily. Many corporate domains use spam reporting services that identify emails from blacklisted entities and block them. Now that rings an alarm for B2B companies!

 Usage of purchased lists banned by reputed email marketing vendors
Reputable companies, using email marketing software, will always assert on opt-in list usage and disallow usage of purchased list. You might have to use an illegitimate service already on blacklist block lists if at all you have to use the Purchase list.
And sharing IPs with blacklisted senders is bound to get ill reputation to your company and misplaced landing in customers’ mailboxes.

Recipients on purchase list may not know you
Be careful while buying a list from a vendor that is termed as opt-in. How can the term ‘opt-in’ imply to be given to others? The name says all.
If the customers have opted to receive email from the vendor, you are by no means entitled to send emails to them for a simple reason that they haven’t opted to receive email from you yet. And since there is no positive nexus with the customers they may either mark your email as SPAM or delete it.

Email addresses of low quality
Email addresses obtained from trade fairs, online form filling etc. are usually forged email addresses. When asked, many people give away false email addresses mostly to prevent flooding of their genuine inboxes with such commercial emails. When you buy an email list, you probably buy numerous defunct and unused email addresses.

A list seller has to make his business so he will certainly not be selling the list to merely you but to various other buyers. The list bought by you must have been bought by other vendors and businesses as well. These companies would also be emailing the recipients whose email addresses are listed in the purchased list. It may happen that the companies or people who have bought this list have already landed in the recipients’ mailboxes before your landing. And your landing time can turn out to be the recipient’s threshold limit of reading and dealing with unwanted commercial emails. As a result the recipient is more likely to ignore your email and report it as spam. So the purchase list does guarantee poor deliverability.

Low Response rate
 How does it feel receiving an email in inbox from an unknown company? It’s irksome, isn’t it? Similarly, it can irk the recipients, who haven't opted in to receive email from you. Surely you don’t want to be one of a kind. If at all you feel the need to send emails to non opt-in recipients because you believe that your products or services are apt for them, then your email should carry some weighted content and provide value, not interrupt them with a barrage of marketing messages and risk your relationship with potential customers and in turn your business. But this might be a short term win.

Permission-based emails will carry out the campaigning more effectively than those on purchased lists.