Email Marketing News

The One Question to Tell if an Email List Vendor Is Legit

Headshot of Ken Magill
By Ken Magill

Are the names for perpetual use?

The answer to that one simple question will tell immediately if a company offering email names for rent is legitimate or not.

If the answer is “yes,” do not under any circumstances do business with the firm offering the names.

Why? Like it or not—and no matter what the law says—email is a permission-based marketing channel.

Email’s gatekeepers—system administrators at companies and universities, anti-spam personnel at Yahoo!, Google, Hotmail and the like—exert 100 percent control over what makes it into their email account holders’ inboxes and what doesn’t.

And

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Headshot of Ken Magill

Ken Magill

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

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