Your boss is interested in getting results fast and asks you to purchase a list of email addresses to send your marketing messages. What should you tell your boss?

A) Let’s do it! Purchasing lists increases email click-through rates.
B) Let’s hold off. Purchasing lists can result in decreased deliverability rates.
C) Let’s do it! Purchasing lists increases email open rates and click popularity.
D) Let’s hold off. Purchasing lists can decrease hard bounces but increase soft bounces.

Correct Answer:
B) Let’s hold off. Purchasing lists can result in decreased deliverability rates.