Is it right to purchase email lists as long as the data is ‘opt-in’?

Another day brings us another simple reminder that buying lists will cause you trouble. Toshi Onishi, writing for the Dotdigital blog, succinctly shares with us the three major issues around transparency (and consent) that comprise insurmountable roadblocks when it comes to purchasing email lists. And if you need more ammo to help explain to a boss or marketing manager why buying lists isn't cool, don't forget to check out https://www.shouldiuseapurchasedemaillist.com where you'll find more links to articles that break down why it's a bad practice and so broadly prohibited.