hey growth wiz 👋🏽 quick one - my company is planning to send two types of campaigns. 1. marketing campaigns w/ html designs. (for people who didn't signed-up for it) 2. cold-email campaigns w/ pure text and personalization. I'm not confident about sending html marketing campaigns as they didn't signed-up for it. Also not sure if it breaks any law (USA). your feedback?

html marketing will definetly flag you as spam as they didn't opt in. I'd go with 1:1 personalized emails

depending on how qualified your list is the results will likely also be terrible. If you're sending from a platform (like Mailchimp) with a shared IP address they will look very unkindly on any spam complaints (you may get your ability to send revoked) If you're sending from your own IP address you may similarly hurt your sender reputation.

To stay safe in this, I'd generally go by GDPR (the EU's data protection legislation) to cover yourself as it's typically the strictest. You're allowed to store people's business email addresses for the purpose of sharing b2b cold call emails - they don't count as PII in and of themselves- as long as you follow a certain set of rules. There's a good guide to it here

"CAN SPAM"

regulations by the

FTC

have clear guidelines which definitely allow cold B2B campaigns. Personalization is not legally required, but as mentioned advisable. Not just because you do not want to be flagged as spam ( always possible for any email, even in conversations with people you definitely know ) but to get engagement. Curious what your marketing framework is, to target and concentrate messaging for cold emails.