Quick, true or false:

  • Everyone wants to receive your promotional emails
  • People will never mistake your emails for spam
  • Purchased email addresses are the best way to build an email list
  • There are no federal laws governing email marketing


If you answered false to all of the above, congratulations – you’re ahead of the game. For everyone else, let’s talk about why crafting an opt-in email list is both the safest route and best investment of time and resources for your business.

While email marketing might seem like a no-risk way to get your message out to everyone – regardless of their level of interest in your services – the truth is that a targeted, opt-in email list protects you from threats and ensures a higher open and response rate. Here’s why your email list needs to be opt-in:


Avoid the Dreaded Spam Folder

You know your email campaign isn’t “spam” – but that doesn’t mean a recipient will. In fact, 20 percent of email users say they report emails that they already know aren’t actually spam. Why? Because they didn’t ask to receive it. While a purchased list of thousands of email addresses might seem like a good investment, it skyrockets the chances of your campaigns being reported as spam. Internet service providers (ISPs) track the number of people marking emails from any given domain as spam, and often share those findings with other ISPs and anti-spam services. If enough of your emails are reported as suspicious, the ISP – and any other ISPs it communicates with – can “blacklist” or block all of your future emails. It’s easy to get on a blacklist and difficult to get off – meaning just a few complaints can render that shiny email list virtually unusable and divert your emails from valuable potential leads.


Comply with Federal Law

While the CAN-SPAM Act doesn’t forbid businesses from sending emails to a cold list, it does put restrictions on all commercial and promotional email. This includes disclosing that the content is an advertisement, using accurate header information and subject lines and making the opt-out process clear and simple. Having an opt-in list of subscribers who consented to receive specific communications from you keeps you well within the boundaries of the law. And, since the FTC can subject you to penalties up to $41,484 for each separate violation, why risk it?


Customize Lists for More Conversions

An opt-in form gives you a prime opportunity to learn more about your subscribers. Where do they live? What are they interested in? What do they want to see from you? Knowing that information upfront helps you customize your emails to catch their attention and boost their engagement. While your opt-in list may be smaller than a purchased list, you’ll ultimately get warmer leads and a better response rate – and develop a reputation for conscientious, trustworthy marketing practices.

Encouraging subscribers to opt-in to receive your emails requires time and effort, but if you want to keep your campaigns out of the spam folder (and away from steep fines), an opt-in list is crucial. Not sure how to get the most from your email marketing? Marketopia’s digital marketing experts know how to get you the leads you need and the dynamic email marketing campaigns you dream about. Contact us today to see how we can help your business grow.