"I have seen ads for safelists, which supposedly are opt-in e-mail addresses, for very cheap prices. Are there any reputable firms that you know of?" -- Bruce Scher

So-called "safelists" are supposed to be e-mail lists or discussion groups made up of people who have voluntarily signed up to receive e-mails and send e-mails to other members. They are claimed to be safe since they are all opt-in and you supposedly won't be accused of spamming.

Why would someone join a list like this? So they can send unwanted e-mails to others who will send unwanted e-mails to them? That's silly. The whole premise behind safelists is flawed. You don't get something for nothing. First, there's no guarantee these lists are opt-in except the claim of the marketers hawking them. Second, they can't be either high quality OR targeted from the way they are marketed. Legitimate, confirmed, targeted opt-in lists you can rent cost between $100 and $300 per thousand e-mails. If you are paying less than that, I very seriously doubt you are getting a legitimate permission-based, opt-in list. Safelists are bogus. Avoid them.

For an update, read "So-called Safe Lists Revisited," Web Marketing Today, December 5, 2006.