Is it okay to buy lists for cold email?

• Buying email lists is permitted under some legal frameworks but problematic for multiple reasons.
• Legal considerations:
• CAN-SPAM (US): Doesn't prohibit purchased lists, but compliance requirements still apply

GDPR (EU): Requires lawful basis for data processing. Purchased lists rarely include proper consent documentation for your specific use.

• CASL (Canada): Requires consent before sending. Purchased list consent typically doesn't transfer.
• Deliverability problems:
• Purchased lists often contain outdated, invalid addresses
• High bounce rates signal poor list management
• Spamtraps embedded in sold lists damage reputation
• Recipients who never heard of you are more likely to complain
• Quality issues:
• No relationship means no context for relevance
• Generic lists produce generic results
• The same lists are often sold to many buyers
• Cheap lists are cheap for reasons you'll discover painfully
• Buying cargo without inspection is how merchants lose ships.