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Can I use my email list with Direct Mail?

Not all kinds of mailing lists can be used with Direct Mail. The requirements below are designed to protect your email reputation and ensure that we're able to deliver your email campaigns quickly and reliably.

Remember, you must obtain permission from each subscriber on your list before emailing them using Direct Mail. Here are some examples of what does and does not constitute permission:

OK to Email

  • People who opted-in via your website. This could be via an online subscribe form (try our subscribe form builder).
  • People who opted-in to your list offline
  • Current or recent customers or clients
  • Customers or clients who attended an event you hosted and signed up for your list
  • Employees or members of an organization that you manage or are authorized to email
  • You're sending on behalf of a client and their list complies with the above. You are responsible for the quality of client lists.

Not OK to Email

  • Purchased, rented, or borrowed email lists (see "Why purchased lists are a bad idea")
  • Lists provided by online marketing services (even if they claim to be "opt-in")
  • Lists obtained from a third-party
  • Lists obtained without the recipient's permission (even if you think they really want to hear from you)
  • Stale lists of email addresses you haven't emailed in over a year
  • Mailing lists from a previous business that you now want to use for a new venture
  • Lists you scraped or scavenged off your hard drive or the Internet
  • Do not import your entire address book into Direct Mail (unless you are sure you have permission from each and every contact)
  • Lists obtained from real estate MLS databases, Advertising Red Books, ADBASE lists, Fresh Lists, etc.


Please make sure that the content of the email you are sending is relevant to what your subscribers originally signed up for. Irrelevant content can drive a large number of spam complaints or unsubscribe requests.

Why These Requirements?

We want to make sure that Direct Mail is able to deliver your email quickly and reliably. Key to that goal is helping our customers build good email reputations. Most modern anti-spam measures rely on the concept of reputation. Senders whose campaigns result in high numbers of spam complaints or bounces will see their email reputation impacted negatively. Email campaigns from senders with a poor reputation are often blocked or routed to the Spam folder. On the other hand, senders with a good email reputation will enjoy excellent deliverability. Following the above guidelines can help you maintain an excellent email reputation.

If you have any questions about your mailing list or the above guidelines, please contact our support team.

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