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For instance, you see a new eatery opened up around your neighborhood. You see their business card with their email and decide to send an email informing them that you provide a security services and detailing what you offer. Is that illegal? I figure that's the same as going business to business and introducing myself and selling my service.
Location: East of Seattle since 1992, 615' Elevation, Zone 8b - originally from SF Bay Area
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A personally written email introducing your business to another is not spam, and no different than mailing them a snail mail letter or card as would have been done in the 70s and 80s. Spam is the broadcast emails to many at the same time with a generic ad. If it's in your neighborhood, however, I would go in person. Most business people will ignore advertising email, spam or otherwise. At work I send them to the junk mail folder, and I'm amazed to see that some senders just continue to send them, one has sent me 50 in the last year, despite lack of response.