Let me start out by saying that you really need to do your research before buying or renting an email list from a company. The reason is that you don't know how this list was obtained, are they really people who want to hear what you have to offer or they going to report you as a spammer?
When I mention 'opt-in' I'm speaking of people who have specifically requested that you send them your newsletter. These are generally people who feel that what you have to say is important and would like to keep in contact with your company.
You'll also find that subscribers want to 'opt-out'. This means that they don't want to receive your newsletter any longer. It's important that you respect their request and remove them before sending your next newsletter.
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