Respecting your client’s privacy is an integral part of
building strong client relationships. As the use of email has
grown, so has the annoyance of unnecessary junk email. Spam
or junk email has become synonymous with disreputable business
operations. Therefore, it is extremely important to be aware
of your online reputation just as much as your offline one.
- What is Spam?
Sending unsolicited email messages that were not originally
requested by the recipient.
- What is Permission Based Marketing?
Interaction with potential clients after they have been given
permission to do so.
(1) Email address lists utilized for online marketing are
not generated or purchased from an unknown source or a third
party vendor that does not clearly identify their method of
email address collection.
(2) Your online message is clearly branded. It should also
contain an explanation of how you have received their email
address and an automatic unsubscribe link.
(3) Email subscription should be confirmed opt-in or double
opt-in.
Verified or double opt-in lists require consumers to take
an affirmative action to opt-in. In response to the request,
the list owner sends a message requesting that the consumer
take another affirmative action to initiate the membership,
usually by replying or clicking on a link that confirms the
email address and subscription is legitimate.
Confirmed opt-in lists are opt-in, but upon receipt of the
subscription request, a confirmation email is sent to the
consumer to confirm their desire to be added to the distribution
list. Included in the confirmation message is the ability
to opt-out of receiving subsequent mailings. This ensures
that the recipient has truly requested information.
Opt-in lists consist of consumers who took an "affirmative"
action, meaning they checked a box or submitted a form expressing
their consent to receive future email communications. The
downside is the lack of confirmation that the email address
collected was owned by the person who entered it, meaning
that people can sign other people up to receive email without
their knowledge
Opt-out lists assume permission by forcing a consumer to take
action in order to remove themselves from future mailings.
A consumer signing up for services at a website might be automatically
added to an opt-out list at the time they register. They did
not specifically ask to receive information via email, though
there may have been a "pre-checked" box in the registration
form that says they did.
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