Never Spam Visible Email Addresses
Reading Time: 3 minutes 
Many think that having all their contact’s email addresses displayed in the To: field (particularly folks who do not know each other) is no big deal. Even listing them all in the Cc field is considered “proper” so that everyone knows who got a copy.
Well, that depends…
Proper Use of Exposed Addresses
I’ve written about To:, Cc:, and BCc: use a lot.
The basic analogy is you do not expose email addresses to others your contacts do not know (or are not being formally introduced to).
When it comes to your business email communications, proper use of the To: and Cc: fields is critical. This isn’t just about what works for you. It is also about building trust and being perceived as a credible professional. You must also consider what is in the recipients’ best interest and the conversation’s goals.
What is “okay”?
One of the top questions I am asked is whether it is “okay” to email those addresses in the To or Cc field about an unrelated commercial business. The answer is a resounding NO!
Not if they are not already customers. Not if you don’t know them. If they have not indicated interest — directly to you about your business — you don’t email them about your business.
I receive mailings and forwards from business associates, folks who are not my direct clients, who add me to their lists. That is not okay — unless I asked them to add me, which I did not. Since business mass mailings need to include an unsubscribe option (that’s the law [DMCA PDF]), I do not hesitate to use that link.
Sometimes what also follows are non-business-related, touchy-feely, and emotionally charged political forwards. Or business offers or solicitations that they did not specifically ask for.
You’ll see in these emails all the other lucky recipients who were listed visibly in the To or Cc field. You most likely have received emails like this from folks you don’t know. Because all those addresses are visible in no way gives anyone tacit permission to email them about your business.
Another point to keep in mind when responding to a controversial or emotional topic that you were included on by virtue of the Cc field is not to assume that those who do not know you want to hear your opinion.
Please take my word for it — they don’t. So here’s another tip — stay away from that Reply to All button.
But their info is visible!
Doesn’t matter. You did not acquire those addresses because of their stated direct interest. If you want to run a credible, trusted business, you don’t spam.
It is simple… If you don’t know the person behind the email address, don’t email them. If you are going to email anyone, you should email only the original sender, who breached their contact’s privacy by exposing those addresses to strangers. Rather than putting everyone in the To or Cc field, they should have been listed in the BCc field.
Use Email Properly
So it is clear that this is not just an issue of time or being lazy. It is a matter of understanding the technology you use to treat those who trust you with their email addresses, while considering their privacy. And that’s how you run a successful business!
