How to Build a B2B Email List

James5

First off,the CAN SPAM Act of 2003 requires anyone who purchases an email list with acommercial purpose to abide by certain rules. While those rules do not includeobtaining explicit permission from the individuals on the list, they do requireaccurate transmission information (i.e. who the email is from), non-deceptivesubject headings, a clear identification that the message is an advertisement,and an opt-out provision that gives the recipient a choice about whether theywish to receive future emails from you. If you are interested in a deeper diveinto this subject, this FAQ article has good information. In summary, though,as long as you follow those requirements, you can send emails until therecipient opts out — at least in theory.

Inpractice, buying a list of emails exposes Canada Phone Number List you to additional risks. There’s arisk that the list was assembled through shady or outright illegal means (suchas address harvesting or dictionary attacks). Plus, there’s an (admittedlysmall) chance that someone on the list has already opted out of receivingemails from you before you purchased the list. Either one of those risks canexpose you to fines under the CAM SPAM Act. What exactly is permission in thiscontext? It could be implicit permission in the case of email recipients whoalready have a relationship with you (through doing business together, beingacquainted socially, or being a part of the same charity or club). Or, it couldbe explicit permission, like when a prospect types in an email address todownload a whitepaper or a checklist.

What about“renting” an email list? There is another practice in the industry that’s knownas “renting a list”. When you “rent” someone’s email list, they email theirlist of contacts on your behalf. You don’t get to see any of the emailaddresses. Think of it as buying an ad that someone will share with their listfor a fee. Is “renting” a list better than “buying” a list? Not necessarily.It’s true that the risks are different. For one, even if you are merely rentinga list, the recipients did not give you permission. The reader is not expectingan email from you, so they may feel annoyed and sold to — not the mindset youneed to convert skeptics into clients. And then there is the elephant in theroom. At the end of the day, the provider of the list (whether they sell it orrent it) is in the business of selling or renting lists.