Basics of Email Campaign Development > Guidelines for Creating a Successful Campaign >
Importance of Permission
Regardless of whether you are renting a list, or using your house list for your mailing, make sure you have the recipients' permission to mail to them. If you are renting a list, learn how the names were acquired and what the recipients asked to receive.
Many organizations define spam (unsolicited commercial email) as a mass mailing, but technically that is not the case. If you send one message to a person who has not asked for information from you, even if his or her email address is in your database, it can be construed as spam. To avoid this kind of trouble, when individuals register on your site, make sure you ask them if they would like to receive correspondence from you in the future. And make sure you rent lists from a reputable list broker who can provide you with the assurance that the names you are getting are actually opt-in.
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