The Truth about Permission

Gretchen Scheiman of OgilvyOne wrote a piece for MediaPost the other day, entitled, "Does Permission Need To Be Explicit?" It's an interesting read and she is most certainly entitled to her opinion. I'm not really going to debate the point with her; other readers have commented, attempting to do so, and I am happy to let them have that discussion without my participation. However, the implied advice given in the article is so far outside of best practices that I wanted to take a moment and tell you what I think, what I know, based on my many years of working with clients, trying to fix deliverability issues.