Identify your compliant and non-compliant lists before you get blocked

Not every list is safe to email. Here are clear examples of lists you can use, lists you cannot, and lists to check first. Getting this right protects your reputation, lifts your open rates and avoids complaints and blocks.

I. Lists you can use

1. Parents who filled in a form on your site. They chose to hear from you and know what they signed up for: your newsletter, a free guide, tips or offers. This is clear consent under GDPR, and the safest base for your emails. For example, a parent downloads your free nap guide and ticks "Yes, send me sleep tips and news." These parents open, click and engage the most.

2. Clients who ticked a box to receive your newsletter while buying. Giving an email address to place an order is not enough. Consent must be a clear, separate choice:

• The box starts unticked, and the parent ticks it themselves.
• The wording says exactly what they will get, for example "Yes, I want sleep tips and exclusive offers by email."
• Keep proof: the date and time, the page and the exact wording.

3. Parents who signed up in person, for example at a baby fair, a parenting class or by phone. These count when consent is clear and voluntary:

• Explain what they will receive: newsletters, offers, event invitations or guides.
• They take a clear action, such as ticking a box on a form or signing up after you explain.
• Keep a record of the date, the context and the wording.

4. Clients receiving service emails, such as booking confirmations, receipts, payment reminders or important updates about their sleep package. These transactional emails are fine without marketing consent, because your service needs them. Adding promotions to them, though, requires separate marketing consent.

II. Lists you cannot use

1. Bought or rented lists. These people never agreed to your emails, and the addresses are often wrong or out of date. Expect spam reports, high bounce rates and account suspension. Bought lists are strictly not allowed on SleepPRO™. Grow your list with forms on your website, sign-ups at events or purchases, and free guides.
2. Lists from another business or partner. Without proof each person agreed to hear from you, emailing them breaks GDPR in Europe and anti-spam laws elsewhere, with heavy fines possible. These contacts also report spam more and rarely engage.
3. Addresses taken from Facebook or other social media without a clear opt-in. Logging in through Facebook or joining an event is not consent to your emails. Adding Facebook event guests to your list without their agreement is risky and not compliant. Offer a clear opt-in form with a marketing checkbox instead, and keep a record of consent.
4. Contacts from public sources, such as websites, directories or LinkedIn. A public address is not permission. Copying addresses into your list counts as spam and risks fines.
5. Team or staff lists through your marketing tool. Use internal tools, such as Google Workspace, Slack or Teams, for team messages. Marketing emails carry unsubscribe links, which make no sense internally, and team members could unsubscribe by mistake. Keep separate lists for subscribers and your team.

III. Lists to check first

1. Contacts you have not emailed in a long time. Their consent still stands, but they may have forgotten you and report you as spam. Send a reconfirmation email first, such as "Would you like to keep receiving my sleep tips?"
2. Lists from an agency or partner. Make sure you have proof of opt-in for every contact, such as a form, a confirmation email or another record.
3. Lists collected offline, such as cards left at a baby store or sign-ups at events. Usable, but riskier if consent is unclear. Keep the date and context for each contact.
4. Surveys and updates to clients. Fine when the parent agreed to emails. If not, ask for consent first.

Best practices

• Always get clear consent before adding someone to your list.
• Include a clear unsubscribe link in every email.
• Never use bought lists or lists without proof of consent.
• Reconfirm old or inactive addresses before emailing them again.