This article explains how to tell whether you have the appropriate permission to send emails to your contact list.

Besides the basics outlined in our Anti-Spam Policy, our standard for the communication between you and your audience is pretty simple. We expect that you have direct permission from each contact to use their email for communication. This direct permission can be obtained in many ways, but there are some core elements to look for if you’re wondering whether or not your method of collection measures up.

Emma's Permission Test

There's an easy way to determine if you have permission to send to an email address. Ask yourself these three questions:

1. Was the email address given to you willingly and directly by the contact?
2. Is it reasonable for them to expect marketing communications from you? (e.g. they have purchased from you, joined your organization or interacted with you or your organization immediately prior to providing their email address)
3. If they do receive a message from you, will the recipient know you or your business AND know why you just emailed them?

If you can answer "yes" to all three, then you have permission to send. Basing your collection of contact information on these principals will help you create an engaged, healthy list that supports your email marketing initiatives, which is essential to the success of your business or brand.

What Types of Lists Are Not Permissible?

Sometimes you may come across a list that might seem reasonable to use, even if you can't answer "yes" to all three questions in the permission test above. Maybe you belong to an association that provides its member contact list to all current members, such as a bar association, political party, or trade group. Or maybe the local Chamber of Commerce provides this information if you ask for it.

Unfortunately, none of these lists pass our permission test. While it might seem reasonable to assume these people will be receptive to your messages, it’s the very fact that you have to assume this that’s the problem. The use of these types of association lists without the direct permission of every single contact on that list doesn’t create a trusting relationship between you and your recipients. This also leads to reputation issues for you and your Emma account, which can potentially create deliverability problems and possibly even distrust of the association and how it protects the privacy of its members.

These are your colleagues, maybe even your friends, and they deserve your attention to their privacy. Ask these contacts to sign up the next time you see them. Or, send them a personal email asking them to join your list. Don’t simply send and hope for the best. Get permission, and expect it.

Association Lists That DO NOT Pass Emma's Permission Test

• Bar association lists
• Political party member lists
• Professional association lists (realtors, teachers, musicians, etc.)
• Chamber of Commerce lists
• Public records lists
• Union lists
• University / college student lists

New to Emma?

During your first 6 months with Emma, be sure to download this handy guide for quick links to other useful articles detailing everything that you need to know to create an effective and engaging email marketing plan. Feel free to also check out our Emma 101 page for a webinar, video tutorials, and more to help you get started!