The nuances of permission

OK, we're all fairly clear that getting permission from the owner before adding an address to your email list is an email marketing must.

That basic concept hides a lot of nuances, though...the "can I do this?" and "does this count as permission?" questions that arise when building an email list.

Two read-worthy articles explore a couple of these nuances.

The first is by Tom Hespos, who looks at the issue of implied or assumed permission. This is where you take an existing subscriber and add them to a new list, on the assumption that if they wanted one kind of email from you, they'll want another.

Wrong, as we've explored on this blog before.

The second is by the ever-great Stephanie Miller, who asks us whether the opt-out approach is OK...if the addresses you add to your email list belong to existing customers of your business (who did not uncheck the email sign-up box during checkout).

Stephanie suggests the answer is no...and yes...depending on how you communicate with that customer once you have them on your list. And she explains just how that communication should look.

More on permission | Tags: permission marketing, opt-in email marketing

Permalink | October 19, 2007 | 0 comment(s)
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