Mark Brownlow on Permission

Mark Brownlow over on Email Marketing Reports: In addition to expertly recapping the recent discussions surrounding permission versus relevance, opt-in versus opt-out, Mark adds his own succinct commentary to the mix:

"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 writes. "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."

Agreed. Gretchen, if we're really here to "help companies do a better job marketing to customers," then it seems that we're doing a disservice to those companies, if we try to confuse them with paths to success that don't include permission.

(H/T: Chad White)

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