Permission, relevancy and the relevancy of permission
Latest posts | Feed | By Mark Brownlow on June 19, 2007
2007 and we're still debating the importance of permission to email marketing.Anyway, the topic has created much buzz in the hallowed halls of Return Path, with three consecutive blog posts on the topic.
First Stefanie Miller made some critical points about the temporary nature of permission. Getting people to agree to get your emails is one thing. Keeping them happy is another. She outlines the dangers of forgetting that this permission needs to be nurtured, respected and renewed by sticking to promises and staying relevant.
This prompted Matt Blumberg to ask whether permission is still as relevant as it used to be. Or whether it's actually relevancy that matters. He points out that sender reputation and relevancy are assuming more importance in terms of identifying spam than a formal hard-to-define/measure idea of permission.
A fair point, but I'd argue that both relevancy and reputation ultimately start with permission. The best way to ensure you send people relevant material is to let them self-select by proactively opting in to your emails. Otherwise it's a guessing game. This in turn leads to few spam complaints, itself a major determinant of your sender reputation.
Then today Neil Schwartzman jumped into the conversation to mention how your sign-up practices (permission practices) do have a real impact on your ability to do email business, by providing evidence you can use to clear your names with those controlling the flow of email around the Internet.
And since we're on the topic, MailChimp has some sound practical suggestions on how to clean up the list of email addresses you're intending to mail to for the first time. So you don't end up spamming.
More on permission | Tags: permission email, opt-in email marketing, double opt-in, confirmed opt-in
[This post brought to you by Campaigner Email Marketing]
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