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Purchased lists often contain outdated, invalid addresses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.