What is a recommended practice to address compliance concerns in email marketing?

The recommended practice to address compliance concerns in email marketing is to only target opt-in contacts. This approach aligns with legal frameworks such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act, which emphasize the importance of obtaining explicit consent from individuals before sending marketing communications. By targeting only those who have opted in, businesses not only comply with legal requirements but also build trust and improve engagement with their audience.

When contacts have actively chosen to receive correspondence, they are more likely to appreciate the emails sent to them, leading to higher open rates, click-through rates, and overall campaign effectiveness. This practice also helps mitigate the risk of spam complaints and potential legal penalties associated with non-compliance in digital marketing.

The other options present practices that could lead to compliance issues, such as targeting individuals without consent or keeping outdated lists, which do not respect individuals' preferences and could harm the sender's reputation.