Brace yourselves for new delivery standards
Latest posts | Feed | By Mark Brownlow on May 23, 2007
Call it rumormongering, intuition, or plain nonsense, but my money is on the big ISPs changing the rules about who gets their email delivered and who not.
Take this statement from AOL's Charles Stiles, as quoted by DM News from the Direct Marketing Association's E-mail Policy Summit:
"Opt-in means little to a consumer...at the end of the day even if they've opt-ed in they don't necessarily want your messaging"
And this one from Yahoo's Miles Libbey:
"Hopefully, legitimate mailers will sign up for feedback loops and try to understand when consumers do want your mail"
Then combine such sentiments with the possibility that your unsubscribe rates could affect your delivery fate at Windows Live Hotmail.
Reading between the lines, the suggestion is that those who guard your recipients' inboxes are expanding their definition of "permission."
In the future, it won't be just about whether or not someone gave you permission to send them your emails. Instead, it's about whether or not they continue to want you to send them emails.
Smart email marketers understand that permission is temporary. It lasts only as long as you continue to send timely, valuable, relevant emails to recipients. The best email marketing endeavors always respected that concept.
Until now, not respecting that concept merely depressed results (lower open rates, fewer clicks etc.) In the future, it may have a much greater impact if ISPs and webmail services somehow start to treat value and relevancy as a delivery criterion.
More on permission and deliverability | Tags: email marketing, email deliverability, permission marketing
Take this statement from AOL's Charles Stiles, as quoted by DM News from the Direct Marketing Association's E-mail Policy Summit:
"Opt-in means little to a consumer...at the end of the day even if they've opt-ed in they don't necessarily want your messaging"
And this one from Yahoo's Miles Libbey:
"Hopefully, legitimate mailers will sign up for feedback loops and try to understand when consumers do want your mail"
Then combine such sentiments with the possibility that your unsubscribe rates could affect your delivery fate at Windows Live Hotmail.
Reading between the lines, the suggestion is that those who guard your recipients' inboxes are expanding their definition of "permission."
In the future, it won't be just about whether or not someone gave you permission to send them your emails. Instead, it's about whether or not they continue to want you to send them emails.
Smart email marketers understand that permission is temporary. It lasts only as long as you continue to send timely, valuable, relevant emails to recipients. The best email marketing endeavors always respected that concept.
Until now, not respecting that concept merely depressed results (lower open rates, fewer clicks etc.) In the future, it may have a much greater impact if ISPs and webmail services somehow start to treat value and relevancy as a delivery criterion.
More on permission and deliverability | Tags: email marketing, email deliverability, permission marketing
[This post brought to you by Campaigner Email Marketing]
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