Before your next email, check who asked to hear from you

An address doesn't explain the relationship

A mailing list can bring together customers, donors, event attendees and people who once asked a question. Put them in one export and those differences disappear. Before you send a new appeal or offer, take a step back: what did each group expect when they gave you their address?

Start with one segment rather than trying to repair the whole database at once. Find the form, signup wording or other record that explains how those contacts reached you. If you can't establish what they requested or what rules apply, pause that group instead of treating an old export as permission to send anything.

The aim is a list your team can explain. You don't need to collect personal histories to do that; you need the relevant signup context and the person's current communication choices.

Write down what the person chose

Keep a simple record of the source, date and type of update requested, along with the current subscription status. A donor who wants a receipt and a supporter who requested monthly news don't necessarily want the same messages. Use their actual choices rather than guessing from a label like 'supporter'.

Google's Gmail sender guidance recommends sending to people who want your messages and making unsubscribing easy. That is provider guidance, not a universal statement of law. As an editorial practice, asking clearly what someone wants and respecting the answer is a useful starting point even where the legal minimum differs.

Avoid importing a purchased or shared list simply because a supplier calls it approved. Check the provenance, your provider's rules and the requirements that apply to your organization and recipients before using it.

Source: Google: Gmail email sender guidelines — subscription messages.

Make stopping straightforward

In the United States, the FTC's CAN-SPAM guide addresses email whose primary purpose is commercial promotion, including business-to-business messages. It calls for accurate sender information and subject lines, a valid postal address, an easy opt-out and honoring opt-outs within 10 business days. That time limit isn't a reason to wait: process requests promptly.

Don't assume every nonprofit message falls into that category, or that nonprofit status settles the question. The message's purpose matters. Other jurisdictions and email providers can have different requirements. This article isn't a complete legal checklist; check the relevant rules before sending.

Keep a protected suppression record so an unsubscribe isn't undone by the next import. Limit it to what's needed to honor the choice and restrict access. If another team member or vendor sends on your behalf, make sure they receive the current exclusions before preparing the audience.

Source: FTC: CAN-SPAM Act compliance guide for US commercial email.

Test the next send from the reader's side

Use a test contact you control to check the preference and unsubscribe process. Then leave the team a short review record:

• Where this audience came from and what it asked to receive.
• Which current preferences and exclusions have been applied.
• Whether the sender and subject make the message recognizable.
• Whether the opt-out works and reaches the person or system responsible.
• Who will check new requests before the next send.

A smaller list can be a clearer starting point

You're done with this check when you can explain why the included contacts belong in this particular audience, and how they'll leave it if they want to. That doesn't promise more sales or donations. It gives you a campaign with a clear relationship behind it, instead of a send built on assumptions. If you're preparing campaign materials, review the current Snickerdoodle package.