We often are asked by clients if they can use an HTML email campaign system like Imbue Communicator or Constant Contact to send email to a rented list, or a list that has been compiled by researching your target customers online.
The short answer is “No!”
Why? Because sending unsolicited email is actually against the law in many countries — you need permission from all recipients in order to send them email campaigns. Plus, you don’t want your domain being labeled as a “spammer” — because that causes all sorts of ugly problems.
So, who can you send email to?
- People who have specifically signed up, via your website, to receive email from you
- People who have completed an offline/printed form (like a survey) and indicated they wish to be emailed
- People who gave you their business card and asked to receive email
- Customers who have purchased something from you in the last 2 years (even though this permission is implicit, we still think it’s a nice idea to specifically ask them)
Who can’t I send email to?
If they don’t satisfy at least one of the criteria from the above list, you can’t send them email. For example, don’t:
- Use lists or email addresses received from a third party (including any list you bought or rented, or received from a membership organization)
- Collect or “copy & paste” addresses from the Internet to build a list
- Mail to addresses you haven’t emailed in the last 2 years
Email is an excellent business tool. Just be sure to get permission before hitting “Send”!
