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The Legal Loophole Behind Non-Opt-In Email Marketing

Is it actually legal to email people who never opted in?

This week, Jimmy Kim sits down with Adam Robinson, founder of Retention.com and RB2B, to break down how identity resolution and non-opt-in email marketing actually work, and why it’s compliant under U.S. law even though most people assume it isn’t.

Adam built Retention.com (formerly GetEmails) into the market leader in this space, and in this episode he explains exactly how the legality works, how deliverability actually gets protected, and what separates a smart list growth strategy from one that gets a brand blacklisted.

What we cover:

→ Why non-opt-in email marketing is legal under CAN-SPAM, and why so many people think it isn’t

→ The 1-2% rule that keeps deliverability safe when adding non-opt-in contacts

→ Who this strategy actually works for (hint: it’s not a brand new store)

→ The difference between Retention.com’s two products: aggressive list growth vs. conservative cart recovery

→ Why the biggest Shopify brands use multiple identity vendors at once, not just one

→ How Adam priced RB2B at $79/month instead of a $12,000 sales-led deal, and why

→ Why events and in-person relationships still drive most vendor decisions in ecommerce

If you’ve been skeptical about identity resolution tools or unsure whether they’re worth the risk, this episode answers the questions most people are too embarrassed to ask.

Thank you our friends at Omnisend and eCom Email Certified for sponsoring the podcast!

Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/

Retention.com helps ecommerce brands turn anonymous website visitors into opted-in email subscribers, making it easy to grow your list with flexible, pay-as-you-go pricing. https://Retention.com?utm_source=send_it&utm_medium=podcast

Want to spend two days learning alongside some of the smartest operators in ecom? Join us at Commerce Roundtable in San Diego on September 21-22 for tactical sessions, great conversations, and networking that actually leads somewhere. Use code SENDITVIP to save 40%. https://www.commerceroundtable.com

eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. Use code: SENDIT! for $300 OFF https://www.ecomemailcertified.com/

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00:00 Intro

00:47 Welcoming our guest

01:43 Is this legal? Breaking down CAN-SPAM

02:48 Compliance Explained

05:22 Deliverability Strategy: The 1-2% deliverability rule

07:43 Who Should Use It

10:40 Optimization Not Magic

12:05 Real World Use Case

14:00 Grow vs Reclaim

15:46 Competitors Copycats

17:50 Data Sources Providers

21:28 Events, community, and how this market actually buys

23:01 Pricing Shakeup: You lowered the price?

26:21 Final questions and outro

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Enjoying the pod? Subscribe to The eCom Email Marketer Newsletter for your weekly dose of retention strategy, actionable insights, & exclusive industry news! http://ecomemailmarketer.com/

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