Inbox Insider: Permission-based e-mail is the way to go

Share this article:
It is e-mail marketing 101 to know that you have to have permission to send e-mails. It is considered a best practice by the industry and is part of the CAN-SPAM Act.

This is true even if a consumer buys something from a company. They still should opt-in to receive e-mails. So it is surprising to hear that some marketers are not sticking to this permission-based ethos. According to a new study, by Return Path 31% of retailers have added purchasers to their e-mail lists without requesting permission.

This is such an easy mistake to avoid. In fact, customers are often happy to sign up for e-mails, and marketers have the check out opportunity as a place to ask a customer for permission. If they don't give permission, then they may not be the best people to be on the e-mail list.

Handraisers are definitely the best subscribers in terms of ROI, so marketers should be respectful if a customer doesn't want to sign up. Perhaps e-mail is not their marketing channel of choice, or perhaps they want to interact with the brand on their own terms, when they want to make a purchase.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.

Six Must-Know Steps for Creating Dynamic Email Content

Six Must-Know Steps for Creating Dynamic Email Content ...

The definition of dynamic email content is changing--what marketers need to know.

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Determining the right content and number of emails to send can be rugged terrain.