SWOT Category: Internal Weakness

Should we continue renting from third-party list brokers?

When it comes to our email marketing efforts, we have always rented lists from third-party brokers. I understand that the new Can-SPAM laws make the issues of compliance fairly tough on this group. 

For our own security, we are considering building our own in-house, opt-in list. What has been the experience of other SWOT Team members in dealing with list brokers since Can-SPAM came into effect? Should we make the switch, or is there a way to verify that the brokers we deal with are in compliance?

­ - Anonymous, Marketing Manager

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