Lingo alert: stale permission
Latest posts | Feed | By Mark Brownlow on July 27, 2006
Following on from my warnings against assumed permission, let us turn our attention to another permission problem: stale permission.
This is when you start collecting email addresses in anticipation of sending out email. But for one reason or another you don't get round to starting your email marketing for several months.
The question is, do you still have permission to send marketing email to those addresses? Technically, you do. In a marketing sense, perhaps not. Because those who signed up months ago may have forgotten they did so, or moved on in terms of needs and interests. In such cases, they might see your missive as spam.
The folks at MailChimp have a rather nice take on this in a recent blog post, so I point you there for useful thoughts and ideas on how to treat and re-engage an old email list.
This is when you start collecting email addresses in anticipation of sending out email. But for one reason or another you don't get round to starting your email marketing for several months.
The question is, do you still have permission to send marketing email to those addresses? Technically, you do. In a marketing sense, perhaps not. Because those who signed up months ago may have forgotten they did so, or moved on in terms of needs and interests. In such cases, they might see your missive as spam.
The folks at MailChimp have a rather nice take on this in a recent blog post, so I point you there for useful thoughts and ideas on how to treat and re-engage an old email list.
[This post brought to you by Campaigner Email Marketing]
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