I am planning a B2B email marketing campaign to a list we have compiled ourselves. They are businesses, but some may be sole traders.
We are going to use names, [email protected] where we have these names, rather than, say,[email protected]
It is a highly targeted list, we are a respectable business, and most people we're writing to will have a need for our service.
I'm just trying to establish what is considered good practice vs illegal. And, if actually illegal, what are the potential ramifications? What laws apply, and are they UK or EU?
As I understand it, unsolicited bulk mail to individuals is spam unless the names are XXXXX XXXXX course of a transaction, enquiry for sale, or opted-in. I also understand that some small businesses like sole traders would be viewed as individuals in law, which could give us a problem (potentially) with our campaign.
I understand it's OK to send promotional email to cold contacts within corporate entitles, as promotion is a legitimate business practice. However, they must be oven the option to opt out. What I'm less clear about is the difference between writing to a named individual as opposed to a general enquiry address as I mentioned above and whether the former would qualify as spam, or not?
Then, if it is technically spam, what are the risks to us?
It seems it would be OK to write to anyone I like individually through Outlook, but if I write to several at once through a mailing software, it becomes bulk and potentially spam.
I wonder if you could please confirm my understanding or set me straight where I'm wrong and point out anything else I may be unaware of?