Growing your email footprint safely

Earlier this week, we had a trio of excellent blog posts from Return Path on permission. These became a quartet, thanks to a nice summary of the different types of permission from Matt Blumberg.

Matt and Return Path's message gets to the core of what "opt-in" is all about. It's an initial agreement to receive specific material from you in the short term. To keep that agreement and interest, you need to renew this permission.

You do this by respecting the terms of the initial agreement. You send what they wanted and you send regular high-value emails worth reading and/or responding too.

By coincidence, that's the theme behind a new article from Lena Waters in today's iMedia Connection.

She reviews this understanding of permission-based email marketing, and then shows you ways you can market more to your existing subscribers, but without breaking that permission agreement.

More on permission | Tags: email marketing, permission marketing

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