In list renting, an advertiser or publisher pays the email list owner to send email messages to its list. But the advertiser or publisher cannot gain access to send emails to the list unless the users opt-in to their email program. The list owner sends email messages in place of the advertiser or publisher.

In list renting, an advertiser or publisher pays the email list owner to send email messages to its list. But the advertiser or publisher cannot gain access to send emails to the list unless the users opt-in to their email program. The list owner sends email messages in place of the advertiser or publisher.