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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.

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