Email marketing is not perceived to be the most positive marketing instrument. In the past, a lot of emails were sent without permission. This is why regulations were set up; people need to approve explicitly that their email address is used. Buying an email list is either prohibited or it is not recommended for marketers to do so. It seems better to build your own quality opt-in list. You know to whom you are sending your message and can adjust your email to it. There is a good chance recipients mark your email as spam if you buy or rent an email list from third parties. And most importantly: sending an email people did not ask for might harm your reputation.
There are many ways to create your own email list thanks to the use of different marketing channels. For example, valuable and premium content makes it worthwhile for others to leave their email addresses. A good marketing campaign can stimulate people to join your email database.
While spamming is perceived to be annoying, “phishing” really does not contribute to the image of email marketing at all. Different methods, including sending emails, are used by criminals to retrieve personal information. These emails often look like they are sent from a familiar organization. In the email, for example, details about your bank account are requested. Phishing emails have become personalized and it is difficult for consumers to notice the difference with “real” trustworthy emails.