Is all unsolicited e-mail considered spam, or is it OK in some circumstances?

Question

If one were to send an e-mail advertising a business to a small group of targeted addresses (20 or less) and include instructions to the recipient on how to be removed from the mailing list if they so desire, would it be considered spam? Is there any acceptable means of contacting potential customers through e-mail?

Answer 1

Advertisers can legally send out unsolicited emails, however it is illegal however to hide, fake or spoof your actual email address, and you must supply "opt out" information, according to the "Can Spam" act. You should also compare your list against the 'Do not spam' list to ensure none of your targets have requested not to receive unsolicited email.

The DMA (Direct Marketing Association) has a resource of information regarding the Can Spam act and a list of industry 'best practices' that you should review if you are interested in using email responsibly to advertise.

DMA's E-commerce resources page http://www.the-dma.org/antispam/http://www.the-dma.org/antispam/

Answer 2

If they are not already your customers it is spam. Check with a legal adviser before you send out any messages, there may consequences if the recipient chooses to report you.