Killing the "report spam" button
Latest posts | Feed | By Mark Brownlow on June 01, 2006
Hmmm. And double hmmm. And another hmmm for good measure.
Al DiGuido makes a plea for more common sense in the relationship between ISPs, marketers and the people getting the emails.
Specifically, he asks why reputable marketers are held to such unrealistic standards when it comes to the level of spam complaints allowed before ISPs start reaching for their blacklists.
In summary: if you're a big reputable company, you should get cut some slack.
I'd broadly support the tenor of his thoughts. But...
Reputation is already becoming an increasingly important element in determining whether your emails get through. But that reputation is earned, not implied by the size of your stock exchange valuation or the length of your company history.
Let me explain.
There is a streak of arrogance that runs through some big companies when it comes to email marketing (note I say some), and it manifests itself in two forms.
First, there is the assumption that other players in the email chain should be making an effort to protect the marketing emails sent by big companies. That assumes an importance in the eyes of both ISPs and recipients that, frankly, is not there.
Yes, people would like to get their monthly promotional offers. But the vast majority will not be manning the barricades if they don't. Few email marketers have that loyal an audience. It's a goal, but not one that's often reached.
A little realism is required.
Second, there is the assumption that big companies are by default following legitimate email marketing practices. Just because they're big.
Not so.
In fact, I find big companies are often quicker to abuse permission than their smaller counterparts. Not in blatant spammy ways. But by, for example, adding you to a second newsletter after you signed up for one newsletter.
They do it because they can. Because they're a big company: "We can't be spammers, we're a proper, big company" (and who's going to throw us off the net anyway).
So I'm all for reputation counting for something when it comes to spam filters and other mechanisms employed to control the flow of email. But reputation in email marketing should be based primarily on your actual email marketing practices.
Al DiGuido makes a plea for more common sense in the relationship between ISPs, marketers and the people getting the emails.
Specifically, he asks why reputable marketers are held to such unrealistic standards when it comes to the level of spam complaints allowed before ISPs start reaching for their blacklists.
In summary: if you're a big reputable company, you should get cut some slack.
I'd broadly support the tenor of his thoughts. But...
Reputation is already becoming an increasingly important element in determining whether your emails get through. But that reputation is earned, not implied by the size of your stock exchange valuation or the length of your company history.
Let me explain.
There is a streak of arrogance that runs through some big companies when it comes to email marketing (note I say some), and it manifests itself in two forms.
First, there is the assumption that other players in the email chain should be making an effort to protect the marketing emails sent by big companies. That assumes an importance in the eyes of both ISPs and recipients that, frankly, is not there.
Yes, people would like to get their monthly promotional offers. But the vast majority will not be manning the barricades if they don't. Few email marketers have that loyal an audience. It's a goal, but not one that's often reached.
A little realism is required.
Second, there is the assumption that big companies are by default following legitimate email marketing practices. Just because they're big.
Not so.
In fact, I find big companies are often quicker to abuse permission than their smaller counterparts. Not in blatant spammy ways. But by, for example, adding you to a second newsletter after you signed up for one newsletter.
They do it because they can. Because they're a big company: "We can't be spammers, we're a proper, big company" (and who's going to throw us off the net anyway).
So I'm all for reputation counting for something when it comes to spam filters and other mechanisms employed to control the flow of email. But reputation in email marketing should be based primarily on your actual email marketing practices.
[This post brought to you by Campaigner Email Marketing]
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