Shop Talk: Opt-Out Email Strategies

A: Sending email to anyone without explicit permission can create a big headache for your company through a loss of revenue on your current email list.

Don't assume just because they're existing customers they'll be happy — or even tolerate — receiving unsolicited emails. "Assumed opt-in," more commonly called opt-out, email lists not only have lower response rates, but also cause more subscribers to report your email as spam to ISPs, which can cause your domain or IP address to get blocked.