Develop Responsible E-mail Campaigns

Although Can Spam doesn’t prohibit unsolicited commercial e-mail, current best practices suggest catalogers must hold themselves to a higher standard. Legitimate e-mailers never send unsolicited e-mail. Period. Indeed, leading catalogers eschew e-mailing anyone who hasn’t directly requested to get that cataloger’s e-mails. That means no e-mail swaps and no e-mail rentals.