Email List Generation

Introduction

Any email list used for sending communications, promotions, announcements, or other materials must be collected through approved methods. Federal laws, such as the CAN-SPAM Act of 20031, are in place that protect individuals’ privacy when it comes to the use of their email addresses.

This guide will help ensure that you're building your email list in a way that’s legal, compliant, and effective.

This guide is intended for email lists, but the same information can be applied to any mailing lists in most situations.

Methods to Avoid

There are common practices people use, have used, or have seen others use time and time again that may not actually be approved or even legal. Remember: just because it has been done plenty of times before without repercussions doesn’t mean it always will be or is allowed. We avoid pitfalls in privacy laws not simply because it’s not allowed, but if you’re ever caught or the situation falls under review, it could end up a very unpleasant experience for everyone involved.

Here are a few methods we should always avoid to generate an email list:

  • Getting a list of email addresses someone else created from their own sources
  • Writing down a bunch of email addresses you know
  • Including email addresses in a list from people who said it was okay (without written permission)
  • Rehashing an old email list, whether used or approved, for a different purpose or from over a year ago.

Methods to Use

Instead of the methods mentioned above, there are several common and effective practices you can use. Some of these approaches help you build a full list all at once, while others allow you to collect email addresses gradually, one at a time.

  • Request a list from Advancement
    • They have a large number of individuals who have granted approval for specific topics, so they are pre-approved.
    • Follow the Requesting Advancement Lists guide for a walkthrough tutorial.
  • Start a sign-up sheet or form for people to submit their information
  • Create an email list subscription
  • Ask through email or other legal forms of communication for permission
    • Only include those in the list you received confirmation of permission
  • Reuse an email address or list from a similar (or same) purpose within a year, allowing them to opt out of future similar communications (even within the year window)

Subscription-based Legalities

As part of the privacy laws that protect individuals2, any time you send a recurring email—whether weekly, monthly, or on any other schedule—you must provide recipients with a clear way to unsubscribe or opt out. Failing to do so is considered “forcing” someone onto a list, which not only violates university policy but can also break federal laws related to improper use of email addresses.

References

1 CAN-SPAM Act of 2003. U.S. Congress. https://www.congress.gov/bill/108th-congress/senate-bill/877.

2 CAN-SPAM Act: Unwanted Commercial Electronic Mail. Federal Trade Commission. https://www.ftc.gov/legal-library/browse/rules/can-spam-rule