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Can I Purchase Email Lists And Still Be Spam-Compliant?

Contrary to many marketers' beliefs, the federal CAN-SPAM Act of 2004 doesn't prohibit business-to-business (B2B) non-opt-in list sends, but does prohibit business-to-consumer (B2C) non-opt-in sends. However, when sending B2B messages, none of the emails used should be electronically harvested.

According to the CAN-SPAM Act regulations, the following requirements must appear on any B2B emails:

  • A viable opt-out mechanism must be available.
  • Unsubscribe requests must be completed within 10 days.
  • A company's physical address must be displayed within the email.
  • A clear indication must be made in the content or subject line that it is marketing related.

Distribution of previously assembled B2B contact lists is not governed in the same way as B2C lists are governed under the CAN-SPAM Act of 2004 (www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm). The B2B lists are not limited to opt-in lists and these are purchased lists.

Until recently, most eMarketing lists were available only to rent. This meant the publishers of the list retained control of it, and you could only use the list one time per purchase and only communicate with individuals who responded. Now clients can send their eNewsletters to purchased list recipients and track their results over time.

For more information on the CAN-SPAM Act and how it relates to eNewsletters, contact Proven Systems at (970) 223-6565 or info@provensystems.com.
 

 

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