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 Anti-  spam  legislation

Laws have been enacted in different countries to protect individual privacy and with the 

intention of reducing 

spam

 or unsolicited commercial email (UCE). Spammers rely on 

sending out millions of emails in the hope that even if there is only a 0.01% response they 

may make some money, if not get rich.

 Anti-  spam laws do not mean that email cannot be used as a marketing tool. As explained 

below,  permission-  based email marketing based on consent or opt-in by customers and the 

option to unsubscribe or opt out is the key to successful email marketing.

Before starting an email dialogue with customers, according to law in Europe, America 

and many countries in the  Asia–  Pacific region, companies must ask customers to provide 

their email address and then give them the option of ‘opting into’ further communications.

Legal opt-in email addresses and customer profile information are available for purchase 

or rental from a database traditionally known by marketers as a ‘

cold list

’. Your name will 

also potentially be stored on an opt-in 

house list

 where you have given your consent to be 

contacted by a company you have purchased from or its partners.