There is a common misunderstanding in the digital marketing community: buying email lists is a bad idea. Marketing automation companies and email service providers promote this idea primarily because their software is not optimized to allow the sending of emails to purchased lists. The motto among these companies seems to be: we can’t do it; therefore, it can’t be done.

Don’t get us wrong. Incorrectly sending emails to a purchased list can cause issues for your company, but doing it right can be an extremely lucrative and effective way to generate new leads and growth for your business. So, to bring some balance to the argument, here are four misconceptions about buying email lists, and information about how to do it right.