Email Marketing – beware of spamming with purchased email lists

Contrary to how it appears, as you probably receive loads of spam emails, you are only allowed to send marketing emails to individual customers if they’ve given you permission.

If customers have consented to receiving information from you in the past, ie opted in, you can send them information on other things you think they might be interested in.

Marketing Emails or text messages must clearly indicate:

• who you are
• that you’re selling something
• what the promotions are, and any conditions
• and must give the person the ability to opt out of (or ‘unsubscribe from’) further emails.

You should check that you aren’t sending emails to anyone who’s asked not to receive them, using the Email Preference Service.

If you buy or rent a mailing list, ask the supplier if you have the right to use it for email marketing.

Note: most bulk email sending services will not allow you to use an email list you have purchased, they will often require you to declare that you have collected the emails legitimately and you have permission to send business or marketing emails to this person.

For more information on legally compliant email marketing:

• The UK Government Site provides information on your legal obligations regarding email marketing.
• And you may find this article helpful: Email Compliance: Guide to CAN-SPAM, GDPR, and More.