What’s the risk of buying lists?

Purchased email lists carry risks that often exceed their apparent value.

Deliverability risks:

Spamtraps: Lists frequently contain addresses that exist solely to identify spammers. Hitting them causes immediate blocklisting.

Invalid addresses: High bounce rates signal poor list hygiene, damaging sender reputation.

Complaints: Recipients who never requested contact are more likely to report spam.

Legal risks:

GDPR violations if consent doesn't cover your use

CASL penalties for sending without required consent

No documentation trail if regulators inquire

Quality risks:

Data is often outdated (people change jobs, companies close)

Same lists sold to competitors create inbox competition

No relationship context means no personalization foundation

Operational risks:

Domain burnout from poor engagement

Resource waste on prospects who never convert

Technical infrastructure damage that affects all sending

The shortcut appears economical until the full costs materialize.