Maybe you have access to an email list compiled by a trade or membership group, event attendee list, networking organization, sweepstakes entrant list, or some other external source. Do you need the recipient’s permission to add them to your marketing list?
Surprisingly, no. U.S. law does not require marketers to get consent from email address owners before sending commercial email. (However, to confuse matters, the U.K., E.U., and Canada do require permission.)
What Constitutes an Opt-Out List?
If you want to market to a list you didn’t create, to people who didn’t sign up for your emails, then you have what’s considered an “opt-out” list.
According to MarketingProfs, opt-out recipients usually react one of three ways to unsolicited email: 1) ignore and delete it; 2) complain; 3) tolerate it for a little while to see if there’s value. Sadly, the third option rarely happens.
When your email recipient complains about getting spam, your host ISP ties the complaint back to you, the sender. Too many spam complaints and ISPs will completely block you from inboxes.
For those who insist on rolling the dice and sending opt-out email, here are your options, as summarized from MarketingProfs.
Four Opt-Out Campaign Choices
1. Rent an Email List
Many trade groups and publishers rent their email lists and have permission to send their members third-party messages from marketers. Take advantage of that permission by sending an enticing offer or permission pass to the rental list. Anyone who responds by signing up is yours.
2. Send Permission Campaigns
Target segments of your opt-out list with a series of invitations to subscribe. Ask recipients to proactively opt-in to your list, and explain the value. Delete those who don’t opt-in. You’ll lose up to 80% of your names, but you’ll have a quality list without jeopardizing your email reputation.
3. Use a Dedicated IP Address
Find an email service provider that allows you to send from a dedicated IP address or dedicated block of addresses.
4. Use your own email
Bring your email marketing in-house with your own mail server or deployment solution. Then you won’t have to market under someone else’s rules, and you can decide how many complaints to tolerate.
Still considering an opt-out campaign? Then take heed. Failure to get permission for email marketing is ultimately a dead end, no matter how good your product or service. Opt-out email campaigns will lead to lower returns and a higher risk of getting permanently blocked from inboxes.
For tips on how to improve your next email campaign, check out: Tips & Takeaways from the Email Marketing Summit, and Steal This: Three Email Marketing Tips from the Masters.
