2.67 USD

One of the most commonly promoted but least practiced of all the best practices
related to email marketing is the aspect of permission: how you add email addresses
to your list and how or even if you gain the individuals permission before doing
so. Theres a variety of different levels, from harvested names with no permission
whatsoever (i.e. spam) to the pinnacle of permission-based email, the double opt-in.
While those that dont adhere to permission guidelines will argue otherwise, permission-
based list building has become standard practice for legitimate email marketers.
Not only is it considered a best-practice and one that respects your contacts and the
use of their email address, it is also a key component for optimizing deliverability, for
maximizing the return on your investment, and for gaining and maintaining recipient
trust.
Therefore, it is always a bit surprising to professionals in the email industry when the
issue is still debated and when large, respectable companies dont practice it with
their own email programs. The ongoing debate serves as a stark reminder that thousands
of marketers still havent climbed aboard the permission-based email marketing
train. Dont be one of them.
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Keywords: email marketing;email marketing lists;email marketing program;email marketing success
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