Playing by the Rules

Unfortunately, these opt-in lists may be quite expensive. Some opt-in lists that offer recipients bonus points or cash to open mail may deliver prospects whose motivations have little to do with buying your product.

In practice, permission e-mail marketing means marketers must build or rent opt-in lists. Rented opt-in lists may be other companies’ house files in which the customers have agreed to receive third-party e-mail offers, or they may be opt-in networks, such as NetCreations’ PostmasterDirect, Yesmail.com or ChooseYourMail.com.