Guide
Dusty lists
A few hundred real customers beat 20,000 dead addresses.
A list in the register or an old email tool is usually dusty, not dead. People who paid you last year will still open a note that sounds like you. A rented file will not.
The email review is where I say which one you have. I look at bounces, last send date, and a sample of the names. If it's junk, I say so before you pay for ongoing emails.
I don't buy lists. I don't promise 80 percent opens on a five-year-old blast file.
Related: open rates, email review.
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