Buyer compliance guide

Every list sold on LeadsByCity is business-level data: a business name, its address, its business phone number, its website, and email addresses on the business’s own domain. It is not a list of consumers, and it is not a list of people who asked to hear from you.

You are the sender. The rules apply to you and to every message you send, whichever list the address came from.

Lists are sold for every country, and email and privacy rules are set country by country. They are not the same: what is allowed in one place can be against the rules in another. Before your first campaign, check the rules of every country your recipients are in.

The two laws below are examples, because many buyers send to those countries. They are not a summary of the rules everywhere, and this guide does not cover any other country.

For commercial email sent to recipients in the United States, CAN-SPAM asks for three things above all:

• Honest headers and subject lines. The sender information has to say who you are, and the subject has to match what the message is about.
• A postal address in every message.
• A way to opt out, honoured within 10 business days.

Canada’s law is stricter than CAN-SPAM. A message sent to an address a business has published has to be relevant to that business’s role. If you send to Canada, read the CASL rules before your first campaign.

Mailchimp’s Acceptable Use Policy bans sending to purchased or third-party lists, and many mainstream email platforms take the same line. Do not upload a purchased list to one of them.

Cold email tools are the right place for this data. Use a tool such as Instantly or Smartlead, with sending domains that have been warmed up. Lists can be downloaded in these formats: CSV, Excel (XLSX), Instantly, Smartlead, HubSpot.

• Write to the business about something that is relevant to the business.
• Do not add personal details to the list, and do not combine it with data about private individuals.
• Keep a record of everyone who opts out, and do not write to them again.

Every download also comes with a licence notice. Files bought on the Lead Market contain a few control records that are unique to your copy; they are explained in the Marketplace Terms. What you may and may not do on the platform is in the Acceptable Use rules.