You can send emails only to people who have opt-in or agreed to receive your messages. Having an existing business relationship with someone doesn’t mean it’s okay to add them to your mailing list.
If you are adding people automatically, if the sign up process isn’t clear, if you are buying or renting a list many recipients will flag your email as spam simply because they don’t recognize you or didn’t want your email to begin with.
Complaints are the number one influence on your reputation so it’s in your best interest to do everything you can to avoid recipients clicking the spam button.
Rules to follow
- Get permission: Recipients must have agreed to receive your message.
- Stay up to date: If you haven’t contacted people on the list in 6 months, you should reconfirm your list before you send a campaign.
- Let them unsubscribe: Always include a an unsubscribe link and respect any opt-out requests from other channels by removing them promptly from the contact list.
Ask your subscribers to ‘whitelist’ you: You should encourage recipients to add you to their Safe Senders/Contact list or to Display the images/Enable images from this sender.
Note: The wording changes according to the email client.
Create groups: Have one master list, but create groups within it to target your messages while keeping overall list hygiene.