B2B Email Marketing Myth

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It's ok to send unsolicited B2B email marketing campaigns in the UK. I have read conflicting information about whether it is acceptable to send unsolicited emails to businesses in the UK. 

According to the Information Commissioner's Office, "Corporate subscribers - The rules on email do not apply to emails sent to organisations except that you must still identify yourself and provide an address." This information is readily available in their Data Protection Good Practice Note Electronic mail marketing

I also contacted Business Link regarding this matter, and the person I spoke with confirmed that it is acceptable to send unsolicited emails to businesses in the UK. If you do send unsolicited email to businesses it is important and polite to make it is easy for them to Unsubscribe from future emails. 

It is best practice to build your email list by getting people to opt-in to your email list, but times are tough. If you need business, email marketing could become an important part of your marketing mix. 

For example, you could target a specific type of business in your local area, and email them to ask them to connect with you on Social Media. In your initial email, inform them that you may email them with special offers or free information from time to time, but they can easily unsubscribe.

Some people have strong opinions about this issue and often people with very narrow definitions of email etiquette are shouting their message the loudest. If your business is struggling and you need to fill your order book, don't be afraid of email marketing. 

The regulations are much more strict in the States. Take advantage of the freedom we have in the UK. We need UK businesses to thrive and grow. Yes, if you add everyone who gives you their business card to an email marketing list, you may ruffle a couple of feathers, but you are also likely to gain new customers. 

Why not let OfficeHounds transform that old pile of business cards into a customer database? We'll gladly help you send an email marketing campaign. 

(I am always interested in hearing opinions on this topic, so your comments are most welcome.)

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