Description

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 individual’s permission before doing so. There’s 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 don’t 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.