Grasping email nettles: more voices of reason
Latest posts | Feed | By Mark Brownlow on September 06, 2007
Yesterday saw David Greiner and Campaign Monitor step forward with a treatise and call-to-arms on rendering standards for email clients and webmail services.And today sees another cathartic article on a key email topic. Derek Harding suggests it's time some industry groups came out unequivocally in favor of opt-in as a minimum requirement for email marketing.
His thesis is that accepting the opt-out approach as a legitimate technique is letting people get away with practices that alienate consumers and ISPs alike. To the detriment of email marketing's reputation and impact.
Derek apportions some blame to Can-Spam legislation. Which -- as I've argued before -- simply gave people the misleading impression that opt-out is best practice.
Derek's article appeared at ClickZ, where ironically the Can-Spam legislation is up for a Marketing Excellence award this year...
More on permission and spam | Tags: permission marketing, can-spam, opt-in email marketing
[This post brought to you by Campaigner Email Marketing]
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