We have just been made aware that we are no longer able to email names from ZoomInfo who have not already shown interest in receiving information from us by registering for something on jmp.com or indicating consent through another means.
We have unknowingly been using HubSpot to email Zoom Info prospects in the past, however, we can no longer continue that practice as it is a breach of contract under our HubSpot licensing agreement. We can no longer email any third parties that have not given us either implicit or explicit consent that they would like to be contacted by JMP.
At JMP, opting in can be broken down into the following two categories:
- Implied consent is given when an individual gives JMP their email address for some business purpose but has not explicitly stated that they want to receive marketing emails from JMP.
- Explicit consent is given when JMP asks an individual for permission to send them marketing emails and they agree. The recipient has to manually opt-in to receive JMP emails through written consent, clicking a checkbox on a form, or by confirming through double opt-in (which we aren’t currently using).
Our contract states:
"You may not use HubSpot to send spam. Spam can be in the form of bulk email or one-to-one commercial emails. Bulk email is spam when it is unsolicited. Unsolicited means the recipient has not granted verifiable permission for the message to be sent."
"You may not email purchased lists. You are prohibited from using the HubSpot Service to email: (i) purchased, rented, or borrowed lists."
How will this affect sales and marketing?
- Field Marketing
- Your alliance campaigns have been deemed as a “grey area” according to HubSpot. Typically contacts that have come from a third-party list haven't provided the right consent to be emailed from HubSpot but in your case, they've downloaded JMP content or attended a JMP event hosted by a third party. HubSpot recommends staying in the habit of using best practices for the best email deliverability results. That being said, when doing third-party alliance campaigns, please be sure that some form of opt-in language is included in the third-party form for our content and events, so we have the opportunity to collect explicit consent.
- Sales Reps
- You can continue to request ZoomInfo imports from the Salesforce Team, but those email addresses will not be communicated with via HubSpot unless we have received implied or explicit consent from them.
