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Unless you buy the opt in emails in the same way call centres buy their data.
Personally if you sent me more than one unsolicitated(sp) email you would be added straight to the spam box and never used for any business or personal dealings.
Privacy and Electronic Communications (EC Directive) Act makes legal spamming even more difficult as for individuals (which includes sole traders, an individuals email given in a work context if the comms is personal rather than company etc) must opt in to receive them rather than opt out to not receive them.
You can buy opt in lists but there is always a risk that they have not opted in for the type of mailshot you are going to send and you would therefore be liable for the breach (the contract of sale will undoubtably have restricted or removed all liability from the company selling the data)