How do I judge the quality of a store’s customer email list and its consent records?
Ask how each address was collected and for the records showing the person agreed to receive messages. Check how recent that agreement is, how unsubscribes are handled and how many messages bounce or go unopened. A large list without proof of consent is a liability, not an asset.
Start with the source. Addresses gathered at checkout, through a sign-up form or at an in-store event can all be legitimate, but each needs a record of what the person was told and agreed to. Ask to see the sign-up wording, the date and the system that stores it. A spreadsheet of names with no history is a weak foundation.
Next, test engagement. Ask for results from recent sends: how many arrived, how many were opened, how many people unsubscribed or complained. A list that has not been mailed for a long time may have gone stale, and sending to it cold can cause complaints. Check that unsubscribe requests are honoured and logged.
Finally, ask how the list can pass to a buyer. What customers agreed to was agreed with this business, so your lawyer should advise whether and how the list may be used after a sale. Do not buy on the strength of the list size alone. Treat it as something to verify, with a plan for fresh permission if the records are thin. Ask who sends the messages, which tool is used, and whether you will be able to access the account after closing.
Key takeaways
- Ask for the consent record behind each address, not just the list.
- Review recent send results, unsubscribes and bounces to gauge real engagement.
- Have your lawyer confirm how the list may be used after the sale.
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Sources
This answer is checked against primary sources. Links were last confirmed on the dates shown.
- 01Innovation, Science and Economic Development CanadaGovernmentGetting consent to send email
- 02Office of the Privacy Commissioner of CanadaGovernmentPIPEDA Fair Information Principle 3 – Consent
- 03Business Development Bank of CanadaGovernmentHow to conduct due diligence when buying a business
- 04Business Development Bank of CanadaGovernmentWhat are the steps to buying a business?
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