Grasping email nettles: more voices of reason

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

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