Guide · 5 min read
A responsible outreach checklist
Practical habits that keep cold outreach respectful and lower your legal risk. General information, not legal advice.
A note before you start
This is general guidance, not legal advice. Rules vary by country, by channel and by whether you are contacting a company or an individual. Check the rules that apply to you, and ask a qualified adviser if you are unsure.
Know who you are contacting
In many places, rules for emailing a company mailbox differ from rules for emailing a person in their own right. Sole traders and some partnerships can count as individuals. Prefer clearly business contact details, and record where each one came from.
Be honest and identifiable
Say who you are and why you are writing. Do not disguise the sender or use a misleading subject line. Include your business name and, where required, a postal address.
Make opting out easy and honour it fast
Include a simple way to say no, and stop contacting people who do. Keep a suppression list so someone who opted out is never emailed again by mistake. Rules such as the US CAN-SPAM Act expect an unsubscribe mechanism and a prompt response.
Respect channel-specific rules
Calls and text messages are often regulated more strictly than email. Some countries keep do-not-call registries, such as the DND registry in India, and some, such as Canada under CASL, require consent for commercial messages. Check before you use a channel.
Review before you send
Read every message as the recipient would. Is it relevant to their business? Is it accurate? Would you be comfortable explaining where you got their details? A person approving each message catches the mistakes that automation makes.
Keep records
Keep a note of the source and date for each contact, what you sent and when, and any opt-outs. If a recipient asks how you found them, you can answer straight away.
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