Effective, legal email marketing?

Effective, legal email marketing?

Posted in the Direct Marketing Forum

Stevalt

New York, NY

#1 Jul 12, 2011
I work for a medium sized B2B service company with offices in the US, Europe and Asia. As part of our marketing strategy we are "harvesting" b2b prospects using platforms such as Linkedin, Jigsaw, and Zoominfo, which provide us with names, titles, locations and email addresses.

We then send out monthly newsletters, containing industry news and insights, to this entire database. All of our newsletters have an opt-out link which is clearly visible. I have a few questions about this approach:

-is the tactic of harvesting b2b emails (from within a specific industry) and sending out unsolicited newsletters legal in Europe?

-does anyone have any best/worst practices relating to this approach?

-We use an email client to send our emails and I have noticed a sharp decline in open rate the larger our list grows. I also noticed that during test emails, the message lands directly in the junk mail folder. Is this because people are flagging us as SPAM? Could this have legal ramifications?

Your input is much appreciated,

Steve

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