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What is list rental?

List rental is the process in which a publisher or advertiser pays a list owner to send its messages to that list. List rental usually involves the list owner sending the messages on the advertiser's behalf. The publisher or advertiser never gains full access to the list unless those subscribers specifically opt-in to their email program.

List rentals are not recommended because there is no consent given by the subscriber to receive email from the list renter.

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