Shop Talk: Opt-Out Email Strategies

Given these risks, I think it's a big mistake to use an opt-out list, even if it's made up of existing customers. It just doesn't make sense to put your current email program in jeopardy of a poor reputation — and poor deliverability as well. A better bet is to change your process to start affirmatively opting in current customers to prevent potential deliverability issues from mailing to an assumed opt-in list.