Crossing permission lines
Latest posts | Feed | By Mark Brownlow on August 16, 2007
The ugly subject of implied or assumed permission got a little coverage today.That's where senders who obtained your email address legitimately then start using it in unexpected ways. Like sending you newsletter B because you signed up for newsletter A. (See here for more on the concept and why it's generally regarded a bad idea.)
Anyway, Seth Godin references it indirectly in a little dig at Amazon's cross-selling emails.
And Chad White has some advice and a reportlet on how to expand your email efforts to other brands, partners etc. without breaking any permission promises. (Lena Waters also tackled this topic a few weeks ago.)
There will always be the pragmatic who say the additional spam complaints are irrelevant given the benefits of growing your lists by assuming permission. But in an era when sender reputation counts for so much, it could be those extra complaints that send your deliverability down the tubes.
More on permission | Tags: email marketing, permission marketing
[This post brought to you by Campaigner Email Marketing]
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