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How Much Does it Cost to Buy an Email List?


Email marketing is a crucial part of a comprehensive marketing strategy. Email is a great way to reach hundreds or thousands of potential customers at once. It’s an effective and affordable way of engaging, informing and selling to consumers.

To execute a successful email marketing campaign, you need a robust list of email addresses. But building a list from scratch can be difficult and time consuming. Companies that need a list in a hurry often choose to purchase one from a third party.

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About Buying an Email List

When you purchase an email list, you’re actually just renting it from a list broker. Essentially, you’re buying the rights to send one email to each address on one occasion. You submit the email’s content to the broker and the broker will send your message to everyone on the list.

Some companies actually do sell email addresses, but avoid these. They might offer millions of email addresses for the bargain price of a few hundred dollars, but a significant portion of the email addresses will be invalid. Also, these companies often use unscrupulous tactics to get email addresses. Buying a list from such a company can damage your firm’s reputation and put you at risk of being labeled a spammer.

Brokers that rent email addresses have far stricter standards. They only use legitimate email addresses of people who have opted-in, and they don’t sell email addresses under any circumstances. They’re able to provide you with targeted lists of potential customers, which have a better success rate. If you’re selling baby toys, for example, you can purchase the email address of all women aged 25-40 in a certain geographic area.

Cost to Buy an Email List

Rental lists are far more expensive than purchased lists because of quality is so much better.

  • For consumer email addresses, the cost per thousand email addresses (often referred to as cost per mille or CPU) typically ranges from about $150-$350. That works out to $0.15-$0.35 per email address.
  • Most customers rent anywhere from 3,000 to 5,000 names, bringing the total cost to $450-$1,750.
  • Business-to-business lists range from $250-$1,000 CPU.

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