Bulk Email Lists... A Bad Idea

Many companies online want to drive traffic to their site through the use of Email Marketing. This is a GOOD idea if it is done properly. It can also be a VERY BAD idea if it is done improperly. The reason being is that your “List” is the target for your campaign. And, if the list is someone else’s – you can get yourself in a heap of trouble. “Borrowing” lists is a big NO-NO. Unless, you disclose the fact that your company will not be the only one contacting them directly. This was a big problem in the late 90’s. Although most know better, it still happens all of the time.

A few quick tips to help you succeed…

• Bulk Email Providers usually will not accept “acquired” lists. This is due to a common anti-spam policy most providers have in place.

• Generate your list organically through “capturing” your user’s information when they come to your site. Typically, if someone visits your site it is because they like your product/service or want to know more.

• Offer an “Opt-Out” on every communication. You must offer this to the reader in order to stay CAN-SPAM ACT compliant.

• When you do receive an OPT-OUT Request, act on it quickly. Not only will this fend off some nasty emails from the reader, it will keep your list nice and tidy!

A few things to avoid…

Don’t borrow lists from anyone. First off, you can’t really borrow a list – it’s still considered breaking the act. After all, what’s to stop you from making copies and selling them to other companies? Imagine if you bought a list from someone, who had sold it to other companies…, you are throwing your money away! The list is most likely not much good anymore.

If you fail to respond to a reader’s OPT-OUT request promptly, they can and in some cases do report you to the FTC or equivalent agency. Your Internet Provider has the power to shut off your site and email capability if you do not follow the guidelines. If that happens, it can be quite difficult to get your IP Address off of the BLACK-LIST. Then, you won’t be able to send anything to anyone!

In short, acquire your list legitimately. Respect your reader’s wishes. And hopefully, generate some good business from your good business practices!

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