The issue of using lists of email addresses generated by someone other than you continues to be a hot topic. I received an email this week asking for my opinion about using a list provided by the organizers of a trade show.
Why can’t I send my email newsletter to anyone I want – like I can with direct-mail cards?
Like it or not, we in the legitimate email marketing business are forced by law to play by different rules. Again, it comes back to permission. As marketing icon Seth Godin says, almost all forms of traditional advertising and marketing are based on interrupting our daily lives with messages we didn’t ask for.
