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Three Alternatives to the Permission Gamble

January 12, 2011  

In a post at Email Marketing Reports, Mark Brownlow considers the argument that opt-in permission isn't strictly necessary. "The definition of spam has shifted broadly from 'email not asked for' to 'email that is not wanted,' implying that relevant [or] valuable email will not be considered spam," he explains.

But you're making a mistake, he warns, if you believe all nonsubscribing recipients will have the same reaction to your messages—however relevant they might be.

"The more you move away from the permission optimum (explicit opt-in), the greater the proportion of your list who will see your emails as spam," he says. "Improving the relevancy/value of those emails will compensate in part for permission sacrifices, but it clearly won't eliminate all 'this is spam' reactions." And remember—ISPs tend to be even less forgiving.

Brownlow recommends that, instead of taking a permission gamble, you adopt strategies like these for higher-volume campaigns:

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  • by Georgia Christian Thu Jan 13, 2011 via web

    I think many marketers are afraid of asking their customers if they want to increase or reduce the frequency of the emails they send. If they are confident that they are following all the best practices they can to ensure their emails are interesting and relevant, then they shouldn't have a problem with posing the question to their customers, who'll almost certainly appreciate them taking the time to do so. This in itself is way to build trust and loyalty with a subscriber.

  • by Sandy Pochapin Thu Jan 13, 2011 via web

    We published an informative article on "The Secrets of Re-Permissioning" in our monthly newsletter "FreshPerspectives" that gives some further insights into this subject.

  • by Pete Tue Sep 3, 2013 via web

    This is common sense, if they don't want to read you, simply do not send them any emails. The way to go is, contact them only with the firm and only intention to regain their permission. Although, if your email list hasn't been used for the last 90 days, I recommend to send it to validation first. Rule of thumb, don't do it yourself, leave that task to the experts (I've learned it the hard way!). Verifying emails by yourself may jeopardize your IP address reputation. Instead, look for a 3rd party vendor. In my particular case, I've found to validate my email lists. I'm fully satisfied, their business model is quite simple yet strong. I just upload my email lists and they take care of the rest. Also, their rates are totally affordable. In any case no matter the vendor you use, don't send any permission emails without making sure these are active an valid emails.

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