The issue of using lists of email addresses generated by someone other than you continues to be a hot topic. I received an email this week asking for my opinion about using a list provided by the organizers of a trade show.   

Here was the question:

I have a large list of names/emails from a trade show that we attended. The list was given to all the vendors who partnered for the show. So it’s valid. There are many organizations on the list that registered multiple individuals under a single email address (probably an HR person). Does it violate CAN-SPAM to extrapolate the valid email addresses for the registrants on the list via the email pattern of the given email (i.e. first initial last name @org.com)? 

Here was my answer:

Unless the show attendees specifically gave organizers permission to be contacted by vendors, you do not have permission to send them anything through email. It is a common misunderstanding that addresses acquired through trade shows are fair game. Just because the show organizers share their list with you, it does not mean the participants said they could. And it certainly would be spam to then try and figure out other attendee names by following the pattern of the names you do have and send them email.

The bottom line remains simple — only the individual can give you permission, not a third party. Show organizers often want to dangle that list in front of vendors as an incentive to participate, but they rarely have the right to do so. Beware of such an offer, and ask yourself if it is worth it.

Follow-up

For the record, the person who sent me the question is a stand-up guy looking for ways to build business within the rules. He was checking back with the organizers to establish what level of permission they were given. A way around this situation would be to send individual emails to show attendees asking if they would like to receive email communications from you. If they say yes, it is all good. If they don’t respond, then you have your answer there as well.

In searching for keywords that people use when seeking information about email newsletters, I made a rather disturbing discovery. The No. 1 term searched for was “email lists.” Apparently, last month more people searched for information on purchasing a list of email addresses than newsletter design, writing, deliverability or email marketing combined. And the news only gets worse. Nine of the top 20 search terms related to email newsletters had the word “list” in them. It became quite obvious to me (I’m quick that way) that some marketers are more interested in getting their message to as many people as possible than crafting whatever the message actually is.

Not to be a negative Nellie, but this is not a good indicator of sound judgment – much less knowledge of spam laws. Sending an email newsletter about your company to clients, (qualified) prospects and other legitimate contacts should be about building relationships with those who have given you permission to communicate with them.

It is about delivering content created specifically for that audience. It is about building loyalty. Sending email newsletters to a list gathered by a third party based on demographics is an absolute waste of time and money. Even if it gets past the spam filters, few recipients welcome unexpected email from someone they don’t know.

That is no way to begin a business relationship. Be patient and gather your email addresses the old-fashioned way. Ask for them. Then you will have a list of recipients who should actually be anxious to hear from you. And that is a good thing.

Even in a world where shocking images are delivered on a daily basis through the Internet and cable news channels, what is happening in Haiti right now is difficult to comprehend. The devastation is so complete — both physically and emotionally — as survivors try to hang on, the displaced seek shelter and the world tries frantically to find ways into the tiny island nation to care for its people with supplies and hope.

And there is hope.

Millions of dollars have been raised by Americans texting to relief agencies. Small volunteer medical and recovery teams are flying in every day without regard for themselves to be part of the effort. In the coming days and weeks, there will be more high-profile pleas for support and updates from the media on progress being made.

But while this event is an almost immeasurable tragedy, the possibility for good to come from it remains.

The biggest challenge for us, as comfortable, rich (even in a recession), well-meaning Americans, is to resist tragedy fatigue. It is easy to get emotionally involved from a distance for a short time. Our hearts sink at the site of sheet-draped bodies in the streets, and they rise with the rescue of a family from the rubble. But what happens a month from now? Six months from now?

The health-care debate will be back in full swing soon, with a fight over cap-and-trade legislation not far behind. Tiger Woods may re-emerge, and there is certain to be a celebrity doing something really stupid to captivate us for a couple days somewhere along the line. It is way too easy to slowly push extended human suffering onto the back burner every time something new pops onto the radar screen.  

So what is the answer? I certainly don’t know, but the ongoing tragedy in Haiti has made me think about the suddenness of circumstances and how easy it is to think we have all the time in the world to do what needs to be done. How easy it is to watch TV at night instead of spending time on things that can make a difference to someone else.

So how does good come from this? Well, other than delivering much-needed immediate relief and contributing however we can, we can allow it to change our lives. We can develop a love for people we have never met. We can be less selfish and show more urgency for the things with eternal consequences. We can get off our butts and do something that matters.

That way, just maybe, six months from now, we will still be interested in the plight of the Haitian people, many of whom will still be homeless, hungry and in need of some compassion. Let’s hope so.

In my business, every day is different, which is a big reason why I like it so much. Over the last two days, I have been writing about the falling price of recreational land in southwest Georgia, the governor’s visit to a local manufacturing company, and the virtues of a new wellness center.

Tomorrow, it will be law enforcement and eye care.

My job allows me to learn a little bit about a lot of things, which can be very dangerous during times when my inner Cliff Claven emerges with one too many “little known facts.” Whether at a business networking event, or facing the temptation of Twitter and Facebook begging me to post an interesting tidbit, I do my best to show restraint. After all, it is in my best interest not to get into a deep conversation about something I really know very little about.

The fact is I don’t need to know a lot about the subjects on which I write, because it is my job to find the people who do, ask them the right questions and then make it understandable and even compelling to the reader. That is what writers do. That is what we get paid (a little bit) for.

Whether it is an in-house marketing manager or an outsourced writer or editor, using experienced communications professionals really does make a difference. Especially when times are tough, small-business owners and managers should stick to what they do best and find the right people to help where needed.

It allows them to stay focused on their business. And it helps people like me look smarter at parties.

Dave Fiore is the founder of davemail.

I need to be honest about something. After a few weeks of monitoring online conversations through TweetDeck and Google Alerts on the subject of email newsletters, I had become a bit disheartened. There apparently are a lot of people out there complaining about getting newsletters they didn’t ask for, can’t unsubscribe from, or simply add to the chaos of their bulging inboxes.

Does that mean that email newsletters are no longer viable, and we will be communicating in 140-character chunks for the rest of our online lives? Hardly. In fact, after momentarily doubting my life calling and expenditure of all available (and future) funds, I was struck by a bolt of truth that reminded me why I remain so excited about this powerful tool.

People simply don’t care about things they don’t care about, so when you try to send them something they didn’t ask for, the reaction is rarely positive. The davemail business model is based on providing a way for our clients to reach the people with which they have permission to communicate – their customers, clients, members or supporters. In other words, they are talking to people who will gladly listen.

To keep them listening, they need to provide useful, informative content delivered creatively and consistently – which is where we come in. Just as with dating, getting someone to go out with you once hardly means you are headed for years of marital bliss. You have to work for it, not take them for granted and throw in a surprise once in a while.

So it’s OK that people complain about the newsletters they shouldn’t be getting in the first place. They have a right to be mad. Just as they have the right to let a business know they don’t appreciate getting coupons three times a week by clicking “bye-bye” at the bottom of the mailing.

As the recipient, you are in control. And as the sender, it is our job to keep it real so you stay with us. And that is a challenge that makes me smile.

I was walking through Wal-Mart the other day, when I passed three young kids just kind of messing around.  As I zipped pass them on my way to find a phone cord, the biggest one looked around and said, “Hey, where’d Mom go?” After paying attention long enough to make sure they connected with someone, I went on my way thinking about how applicable that question is for business. (Kind of weird, I know.)

Those kids had only one point of reference for where they were supposed to be, what they were doing and why they were even there. And it was no longer in sight. They knew they needed to find it before they really got lost (and probably got in trouble). How easy is it for us to lose our focus and get distracted  — and lose a lot of ground before we even realize what happened?

We can get caught up doing all kinds of things related to our business that over time, can cause problems. We can get over-distracted by social media, we can read too many how-to or motivational books or check out one too many blogs on the greatest new software. We can even turn legitimate networking into just hanging out.

Sounds like fun, but if we linger too long, and our focus on the core tasks slip, we can find ourselves standing in the aisle looking at each other wondering where everyone went.

Dave Fiore is the founder and CEO of davemail.

While waiting for my 15-year-old daughter to exhaust the rest of her allowance at the mall (with the help of a friend), I sat in the café area at Borders reading the September issue of Entrepreneur. I was pleased to come across an article entitled “The Twittering Class,” about the use of social media tools, but was flabbergasted by how far the article missed the mark.

How many experts out there, much less regular business people, are simply missing the point of Twitter as it relates to business?

The author, Mikal E. Belicove, is a consultant, who according to the magazine byline, specializes in Web site usability and business blogging.  I’m sure he knows his stuff, but his cursory, shallow evaluation of Twitter demonstrates a fundamental lack of understanding of not only the potential, but also the purpose of the microblogging tool.

Belicove writes that because tweets (Twitter posts of 140 characters or fewer) have a short shelf life, they cannot replace Web sites or blogs in driving sales (half true – they can drive sales, but not in the same way).

He then says this: “Twitter is better for company announcements, spotting trends, conducting polls and posting on new products, services and in-the-moment specials…remember to include strong calls to action in your tweets.”

What? While Twitter certainly is useful for trend spotting, that advice is the fastest way to get yourself unfollowed by just about everyone. Twitter is not a sales flier. It is not a bulletin board on which to post your latest “Everything Must Go” sales event. It is not even a place to describe your services and then close with a strong call to action.

Twitter is a place to develop relationships. To contribute to the conversation. To share ideas. To be encouraged. To be social. And yes, to share with others what you do – in the mix of a conversation – just like you would do face to face.

Do you walk into a room and immediately start telling every person you see about how great your business is or how they can save 20 percent this Saturday? If you do, you shouldn’t, and if you don’t, you should show your Twitter followers the same courtesy.

The sales will most likely come if you let it happen naturally. People want to do business with people they know – not a salesman who happened to gain access to them. Give it time, listen and be a real person first, and then Twitter really can be a great tool in your sales arsenal. 

Dave Fiore is the founder and CEO of davemail.

Running a business well is like riding a bike. Not because you never forget how, but because getting off to a good start does not always ensure long-term success.

Riding a bicycle in a straight line, even pretty fast, is easy to learn, as my son discovered right away. But a couple days ago, we went for a little skills training. Instead of just riding around the block, we spent some time at a nearby cul-de-sac going really slowly and working on fundamentals. I would have him make sharp turns and maintain his balance by shifting his weight, turning the front wheel and pedaling just enough to stay up.

He thought it was kind of dumb at first, but I think he started to like it as he got the hang of it. It is empowering to realize that you are in control and feel like you can handle anything that comes your way.

It may not have been as fun or flashy as speeding down the street, but how often is the road straight for very long? How often can we get away with not making adjustments? It helps to have some skills when the inevitable speed bumps get in the way.  

Are we just riding fast with our businesses or learning everything we need to be in control – at least of how we react to change? Especially with start-ups or restarts, we often feel compelled to do the things that show the most progress first – at the expense of the fundamentals. This is not a good time to lack skills.

Back to the bike lessons – after about five minutes, my son wanted us to start chasing each other around the circle and riding in opposite directions — coming as close to each other as we could without crashing.

Actually, that might be better practice for real life, after all.

Dave Fiore is the founder and CEO of davemail.

I need a new smartphone. My Palm Treo was the victim of an office mishap and needs to be replaced. Even with my insurance, a new phone will be only $50 more, so the search is on. In posting my quandary about whether to stay with Palm (Pre), slide over to Blackberry or make the jump to an iPhone, the response from my online friends has been quite interesting.

Even though I never directly asked for opinions, one group was very vocal about expressing their affection for their mobile device. You could call it iLove.

The passion that iPhone users display for their devices is almost scary. They love their phones. I mean, really love them. If you were a lazy researcher (which I have never met, BTW), you could take the ratio of iPhone responses to everything else and predict that about 90 percent of all people with mobile phones are using the darling of the AT&T wireless family.

In truth, there are many more Blackberry users in the world, but you would never know it. How many of them would stop a stranger in the street to tell them how much they love their phone? Or offer a quick game of Mario Kart?

The obvious question here is how do we take a small share of the market and energize our base to the degree that it seems we are the industry leader? How do we create raving fans (with a nod to Ken Blanchard) and get them to spread the word?

Well, unless you have the equivalent of the coolest, sleekest phone ever created, you had probably better focus on the basics of delivering a good product and offering over-the-top customer service.

Getting even a few people talking, especially if they are the right people, will be a huge step in the right direction.

PHONE UPDATE: I ended up going with the Blackberry Tour, which just became available through Sprint last week. I absolutely love it, and it is perfect for what I need a mobile device to do.

Dave Fiore is founder and CEO of davemail.

UPDATE: The show is now online. Click, stream and listen.

UPDATE: Due to operator error, the show will re-air on July 22 at 9:30 p.m. Thanks, AmyLynne for agreeing to a do-over.

As president of Confidential Shredding and Recycling, AmyLynne Aldredge, along with husband Steve, has adapted to a changing business environment with innovation and creativity. CSR was recently named Small Business of the Year (1 -4 employees) by the Greater Tallahassee Chamber of Commerce and continues to thrive in a tough economy. Learn how when you join us this Tuesday at 11:30 a.m. on davemail radio.

Call-in Number: (347) 838-9150. (You also can listen to the show anytime by clicking on the episode in the player below.)