Posted 5th October 2009 | By Nick Evans, Chairman

Are you sure you have permission to send to your email list?

Your emailing creative is shiny and new; your website landing pages are braced for the torrent of clicks; your telephone team are ready for the sales onslaught and your tracking is in place to check on your return on investment.
There is, however, an elephant in the room. No one is certain whether your mailing list has opt-ins (you bought it from ... where?). Oh well, it won't matter ... will it? Press the button. Let it go. See what happens.
Here's what happens: let's say 10,000 mails go out. Of these, 20 complain to SPAMCOP. 1500 unsubscribe ... forever. The rest, since they were not reckoning on receiving a mail from you, don't know what it is or why it's there so they either a) flag it for spam (which means everything else you send will be canned) or b) simply delete it without reading it. Nah, it won't matter.
Oh - one thing more. Your sending company will blacklist your sends because of the SPAMCOP complaints and you'll need to eat buckets of humble pie to be able to send again.
If you want to know about opt-ins, legal requirements for emailing and how to make sure your mails get through, ask the experts.

Nick from ExtraMile Communications

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