In most cases, when you have been following good email marketing practices, you will only need to ensure that the contacts on your list have opted-in when they first signed up with you to receive newsletters. However, there are some situations where it may be a good idea to contact your subscribers and reconfirm their interest in your emails.
1. If you have a list that you have not emailed in 1 year or longer: It would be a good idea to confirm with those contacts whether they would still like to receive information from you or if they would like to unsubscribe from your list. They may not remember who you are and you will run the risk of spam complaints from contacts who do not recall giving you permission.
2. You have made changes to your business and/or the purpose of your campaigns: If subscribers originally signed up with you to receive a specific type of email, such as promotional discounts, and you will no longer be sending out those promotions but instead some other type of campaign, it would be a good idea to let your subscribers know this and request that they give permission to receive the new information.
If you find yourself in either of the two situations above, you will want to reopt-in your list in order to reduce the number of abuse complaints you could receive. For more information on reducing spam complaints, please check out our FAQ here.
How often should I opt-in my list?
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