Due to anti-spam legislation, when you are sending out email list, it should be clients that you have had contact with previously. This will also help to establish a connection with the business. If your list contains potential clients that have no idea who you are, they are much more likely to mark the message as spam or never open it. Remember: Effective email marketing sends helpful emails to existing customers or potential customers who have expressed interest.
For more information about the Anti-Spam Legislation, please see:
For the US CAN-SPAM Act:
For Canada CASL: