How Much is an Email List Worth? Here’s How to Calculate It
How much is an email list worth? The answer to this depends on a range of reasons — what industry you’re in, how much revenue you generate each month, and the quality of subscribers.
It’s also possible you’re interested in this topic because you’re considering buying an email list. Generating high-quality leads is one of the biggest challenges in marketing today; about 30% of B2B marketers agree.
In such a scenario, purchasing a readymade list and running different types of email campaigns can seem tempting. But trust us when we say this — it’s a really bad idea.
In this comprehensive guide, we’ll discuss topics such as buying email lists and its drawbacks. Then, we’ll help you figure out the worth of your email list and how you can build and sell a high-value brand.
How Much Does an Email List Cost?
If you did a random Google search for buying an email list, you’d be hit with a wave of scammy websites and shady sellers.
The numbers are inconsistent — you may find a list with half a million emails selling for $5 while other places sell B2B email lists at 500 times as much. This indicates how disorganized the marketplace is, as legitimate marketers do not typically buy lists.
The Risk of Buying Email Lists from Online Sellers
Companies such as EmailZipCode sell emails at 3 cents per lead, including information such as job, age, and other data. People wanting to buy lists could also opt for a $99/month membership with Lead411, which lets users access a database containing millions of B2B contacts.
Such databases are a big gamble; there is no way to verify the quality of leads and you could face severe legal trouble by doing this.
Hiring a Freelancer to Build an Email List Can be Dodgy
A shortcut to getting an email list is by hiring a remote mailing list manager or an email management virtual assistant from Fivver.
Many “email freelancers” on the site also sell lists, but they don’t state that openly. You can pay anywhere between $5 to $50 a month for a freelancer to build you a list of contacts for cold emailing.
These prices sound like a steal; but it’s safe to assume that such freelancers are not going to use ethical methods of lead generation, as those processes take time. Plus they feel no pressure to do so, as they will not face any problems from authorities, most of them being in foreign countries.
As an email sender, are you willing to face the legal repercussions of emailing users who never agreed to receive emails from you?
Email List Rentals are No Less Riskier
A final option is an online service such as CostOwl, which helps users rent email lists. Email list rental means you don’t own the list but you can pay a fixed price to email it.
CostOwl puts the CPM (cost per thousand impressions) at:
| CostOwl Charges | CPM |
|---|---|
| B2C or consumer list | $200 to $400 |
| B2B or business contacts list | $300 to $600 |
The cost varies by industry and the state in which you’re purchasing the list.
Another option is BuyEmailMarketingLists.com; here, a B2B list with 5.6M contacts sells for $139, while a list of 8.6M consumer email addresses costs $99.
Email rental services sound enticing to marketers because this method of reaching potential leads seems legally “clean.” But as a sender, you are legally liable when you email unwilling recipients, even if the list is owned by someone else.
There are numerous online email rental services, as the table below demonstrates.
| Company | Specialization | Types of email lists available |
|---|---|---|
| Blue Mail Media | B2B and technology | ➤ Industry-specific lists, ➤ Technology users, ➤ Decision makers |
| FrescoData | Multi-channel marketing data | ➤ Consumer, ➤ Business, ➤ International databases |
| ListGiant | B2B and B2C lists | ➤ Demographic, ➤ Geographic, ➤ Interest-based |
| Modaramo Media | Digital marketing | ➤ Online behavior, ➤ Demographics |
| Mailing Lists Direct | Direct marketing | ➤ Consumer, ➤ Lifestyle, ➤ Business profiles ➤ |
We have a firm stance on not buying or renting email lists. If you want to know our reasons, the answers are in the section below.
Should You Buy an Email List?
No, you should not buy an email list.
When you purchase lists, you are essentially building an outreach strategy on shaky ground. While the promise of instant access to thousands of contacts might seem tempting, purchased lists represent disconnected, non-consenting individuals who have no existing relationship with your brand.
At Campaign Refinery, we believe in ethical email practices; we like the idea of respecting subscribers’ privacy and preferences.
But it’s not just for email subscribers; the pitfalls of buying lists are high even for marketers.
The problems you could face with buying email lists include:
- Legal and compliance issues: Purchasing email lists violates data privacy laws like GDPR (EU) and CAN-SPAM Act (US). Using purchased lists can result in significant fines and legal penalties.
- Low email deliverability: Using purchased lists results in high email bounce rates, low open rates, and poor engagement.
- Poor sender reputation: As email service providers (ESPs) track email sender reputation, meaning you’ll eventually face deliverability problems.
- Damage to brand reputation: Recipients are likely to experience your brand negatively if you contact them without permission.
- Technical consequences: Many ESPs prohibit the use of purchased lists in their terms of service. Your account could be suspended. Additionally, your IP address and email domain could be blacklisted.
- Cost ineffectiveness: The risks of purchased lists outweigh the benefits; the money would be better spent building an organic email list through legitimate means.
- Spam traps: Professional anti-spam organizations create and seed email addresses specifically to catch spammers. These addresses often end up in purchased lists.
While buying a list might seem like a shortcut, the costs of potential legal issues, damaged sender reputation, and poor performance far outweigh any perceived benefits.
Alternatives to Buying an Email List
Below, we have listed 9 options you could consider as an alternative to buying lists. Implementing them will require time and effort — and a minimal amount of money — but the long-term benefits are worth it.
Using the proven email lead generation methods below will result in:
- Higher quality leads who actually want to hear from you,
- Better email engagement rates and conversion potential,
- Compliance with privacy laws and regulations,
- Stronger sender reputation and deliverability,
- More sustainable long-term growth,
- Authentic relationships with subscribers.
Once you’re convinced, check out 9 alternatives below.
1. Lead Magnets
Create valuable resources that visitors can download in exchange for their email addresses. Focus on solving real problems for your target audience to encourage voluntary sign-ups.
This table contains common lead magnets:
| Lead Magnets | What are they? |
|---|---|
| Ebooks | Ebooks are digital books that dive deep into specific topics, combining educational content with actionable advice. They are typically written in a conversational, accessible style. |
| Whitepapers | These are authoritative, in-depth reports that present a problem and provide a solution. They’re more formal and research-based than ebooks. |
| Industry reports | Industry reports are documents that analyze trends, statistics, and developments within specific sectors. |
| Templates | Templates are pre-built, customizable documents or files that help users complete specific tasks more efficiently. |
| Tools | Interactive apps or web-based tools that solve specific problems or automate tasks fall into this category. |
Campaign Refinery University offers a course called the Lead Magnet Multiplier that can boost your signups by almost 8X.
It’s completely free, but there’s a catch — you must finish the course in a week to retain access. We added this clause to ensure only enthusiastic marketers benefit from our lessons!
2. Lead Capturing on Your Website
Your website can be a solid source of prospects.
Strategically place email capture forms across your website. Use exit-intent popups, slide-ins, and embedded forms to capture visitors at different stages of engagement. Make sure forms clearly communicate the value proposition of subscribing.
3. Social Media
Build a strong social media presence and regularly share valuable content that drives followers back to your website.
You could also combine your activities with the use of lead generation tools like LinkedIn Lead Gen Forms or Facebook Lead Ads. These can help capture interested prospects’ information directly.
4. Referral Programs
Create an incentivized referral program where existing subscribers can earn rewards for recommending your email list to others. This leverages word-of-mouth marketing and typically results in high-quality leads who trust your brand through association.
5. Events and Webinars
Host virtual or in-person events, webinars, or workshops. You can set up a registration page that requires an email address. These events provide immediate value to attendees while building your list with engaged prospects interested in your expertise.
6. Blog and Content Strategy
Working on search engine optimization or SEO can boost inbound leads for your business. Maintain a consistently updated blog with high-quality, SEO-optimized content that attracts organic traffic. Include relevant calls-to-action and content upgrades within posts to convert readers into subscribers.
7. Networking Events and Trade Fairs
Attend industry events and conferences to make real connections with potential subscribers. Use QR codes or digital business cards that link to landing pages where people can easily subscribe to your communications.
8. YouTube and Video Content
Create helpful video content that drives viewers to landing pages or resource downloads. Include clear calls-to-action in video descriptions and use end screens to promote your email list. Video marketing can be a game-changer for your lead collection activities.
Check out our guide on Video Sales Funnels to learn more.
9. Industry-Specific Directories
There are numerous online directories that could potentially attract leads. List your business in such industry-specific directories and optimize your profiles. It can help drive visitors to your website, and you can then get visitors to sign up there.
How to Calculate the Worth of Your Email List
Follow these 5 steps to get a clear idea of how much your email list is worth:
- Determine email revenue: Add up all the revenue your email campaigns generated over a set time period, like a year.
- Calculate Average Revenue per Subscriber (ARPS): Divide the total email revenue by the number of subscribers to see how much each one is worth on average. So, $15,000 in revenue divided by 3,000 subscribers would mean $5 per subscriber per year.
- Calculate subscriber life: Determine the average time a subscriber stays on your list before they unsubscribe or stop engaging, say 2 years.
- Find the Lifetime Value (LTV): Multiply the ARPS by the average subscriber lifetime to estimate the total value of one subscriber.
- Calculate the worth of your list: Multiply the LTV by the total number of subscribers. So, if the LTV is $10 per subscriber and you have 3,000 subscribers, your email list value is $30,000.
From this number, you can remove the money you put into building the list, such as lead generation activities. And remember, a more engaged email list is much more valuable than an email list where the recipients are less active.
Factors That Influence the Worth of an Email List
Let’s review the 11 factors that determine your email list’s worth:
- List size: The number of contacts boosts value, but quality matters more than quantity.
- Engagement rates: High open rates and click-through rates indicate an engaged audience, which increases the list’s worth.
- Subscriber quality: Relevance to your target market significantly impacts value. A niche-focused list with high purchasing intent is more valuable than a general one.
- Average Revenue per Subscriber (ARPS): The ARPS directly affects the list’s worth.
- Email deliverability: A list with valid email addresses is more valuable than one with many bounces or spam complaints.
- Acquisition costs: The cost to acquire subscribers, such as web ads or lead magnets, affects net value.
- Conversion rates: The email marketing conversion rate tells you how well the list converts subscribers into paying customers. The higher it is, the more valuable your list.
- Industry and market niche: Email lists in high-value industries, such as finance, B2B, and tech, are worth more than those in less lucrative niches.
- Opt-in method: Lists built using the double opt-in method have more engaged and compliant subscribers than those acquired through less transparent means.
- Segmentation: A well-segmented list allows for superior email campaign metrics and better conversions.
- Subscriber data: Lists with additional subscriber data, such as location or preferences, are more valuable as they enable targeted email marketing.
Keeping Your Email List in Top Shape
Want to maximize the value of your email list? These 12 tips show you how it’s done.
- Clean your list regularly: Use free email list cleaning tools to remove inactive and unengaged email addresses periodically.
- Use email validation: Doing this can identify bounces and invalid contacts and ensure you have a valid email address list.
- Segment your list: Implement an email segmentation strategy to group subscribers based on behavior, preferences, or demographics.
- Send emails regularly: Stay top-of-mind by emailing your list consistently — say, weekly or monthly — without overwhelming them.
- Send personalized emails: Harness email personalization to boost engagement. Learn about both segmentation and personalization techniques for maximum email engagement.
- Work on your email content: Share helpful, entertaining, or informative content that aligns with your audience’s interests to keep them engaged.
- Monitor engagement metrics: Keep an eye on open rates, click-through rates, and unsubscribe rates. Low engagement might signal a need to adjust your strategy.
- Make it easy to unsubscribe: Include a clear and simple one-click unsubscribe link in every email.
- Implement authentication protocols: Authenticate your domain using SPF, DKIM, DMARC, and BIMI.
- Collect fresh leads regularly: Continuously grow your list with high-quality opt-in subscribers.
- Test and optimize campaigns: A/B test email subject lines, email content, and email CTAs to improve performance and engagement over time.
- Comply with email marketing laws: Follow email unsubscribe laws such as GDPR and CAN-SPAM.
Don’t Sell Your Email List, Sell Your Brand
Companies that have successfully sold email-based businesses or newsletters for millions didn’t just sell an email list. As a brand, they had an engaged audience, a strong reputation, and a sustainable business model. Check out our 8 guidelines to keep in mind as you prepare to sell your own brand.
1. Focus on Building a Valuable Brand
A valuable email list is tied to a recognizable brand, such as a niche email marketing newsletter or content platform. Buyers are interested in the relationship you’ve built with subscribers, not just the contacts themselves.
Highlight the value you provide through high engagement rates, content quality, and audience loyalty. For example, Morning Brew sold for $75 million because it built a brand that readers trusted and loved.
2. Prove Your Metrics
When selling your company, potential buyers will want to see key performance metrics such as:
- Open rates,
- Click-through rates,
- Subscriber growth trends,
- Revenue generated.
These numbers demonstrate that your business is not only large but also actively engaged and profitable.
3. Develop a Transition Strategy
Ensure a smooth migration. When transferring ownership, prioritize continuity. Moving subscribers to a new platform or owner needs to feel seamless. Sudden changes can make subscribers feel disconnected or suspicious, which can lead to high unsubscribe rates.
Don’t forget to notify your audience about the change in ownership. Introduce the new owner in a way that reassures subscribers.
4. Maintain Subscriber Trust
A successful sale depends on preserving the trust you’ve built. Subscribers who feel “sold off” without their consent may disengage or unsubscribe.
To avoid this:
- Ensure the buyer shares similar values and goals for the brand.
- Include clauses in the sale agreement to protect your subscribers, such as no spamming or misuse of personal data.
5. Bundle Revenue Streams for Greater Value
If your brand generates income through ads, sponsorships, or affiliate sales, bundle these revenue streams with the sale. Interested parties are more likely to pay a premium for a company that comes with proven income sources.
6. Position It as a Scalable Asset
Show the growth potential of your business. Highlight opportunities for the buyer to expand the audience, add new revenue streams, or integrate the brand with their existing business.
7. Learn from Success Stories
Companies like The Hustle and Morning Brew are more than just marketers shooting messages off to an email list. These brands built newsletters with loyal audiences, consistent revenue, and clear branding. These factors made them attractive acquisition targets for larger media companies or businesses looking to reach specific niches.
8. Work with Professionals
Hire a broker or legal expert experienced in selling digital assets to ensure a smooth sale and fair valuation. They can also help protect your interests in the deal.
Selling a brand is not just about transferring data — it’s about selling the trust, engagement, and revenue potential you’ve built. Treat it like selling a thriving business, and you’ll command a much higher price.
Campaign Refinery is the Best Place to Build a Great Email List
Campaign Refinery is an excellent email platform to build your audience.
The number one reason is that we offer the best email deliverability in the industry — if you want your emails to reach your audience, the highest chances of that happening are when you send using our platform.
There are many more advantages to teaming up with us:
- Our reputation with mailbox providers is top-notch.
- We are strict with our acceptable use policy.
- All new signups are screened before they’re allowed to send emails.
- We have an automated list-cleaning tool that catches a wide variety of invalid email addresses.
- Our automation builder can help you build intelligent email sequences with ease.
- We have unique engagement-boosting features such as Evergreen Flash Sales and Gamification.
Discover top-tier email performance today — apply here to become a Campaign Refinery sender!
