Ask The Expert

Should I Swap Email Lists?

Q: “I have a tax accountant friend who has the idea to swap email lists.... I email one offer to his contacts in return he can email to mine. Is this a good idea?” — Jerry Bartek

A: Great question, and brings up an issue very important to email marketing: permission. Let me explain.

When someone gives you their email address — whether they requested info online or handed it to you on a piece of paper — they are giving you permission to send them just the messages you've promised.

If they gave you their email so they could receive your monthly e-newsletter but you're sending them an unrelated email once a week, they could begin to see you as a spammer.

That said, list swapping happens all the time. But before you buy a list or borrow one from your colleague, consider that the recipient will most likely see it as unwanted email. After all, they didn't sign up for it, did they?

That can breed negativity towards your agency, and give you headaches if enough people report you as a spammer to their email service provider.

That doesn't mean you and your friend can't still help each other drum up new business.

My suggestion is to have your friend include a special mention of you in the next regular — and requested — email he sends to his list. He can introduce you as a trusted colleague and direct people who are interested in your services to visit your website or sign up for your own email newsletter.

This way you encourage people to “opt-in” to receive your emails, and they'll be much more receptive to hearing your message.

And if you are going to share your list, make sure your website's privacy policy clearly says so.

- Jeremiah Desmarais, Vice President of Marketing - Norvax

Questions or comments? Email him at jdesmarais@norvax.com

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