{"id":45557,"date":"2021-04-15T14:19:39","date_gmt":"2021-04-15T07:19:39","guid":{"rendered":"https:\/\/act.com\/email-marketing-permission-is-not-what-you-think\/"},"modified":"2023-03-21T10:49:58","modified_gmt":"2023-03-21T17:49:58","slug":"email-marketing-permission-is-not-what-you-think","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/email-marketing-permission-is-not-what-you-think\/","title":{"rendered":"Email marketing permission is not what you think"},"content":{"rendered":"\r\n
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The #1 Factor for Inbox Placement<\/h2>\r\n

Inbox placement is instrumental to email marketing effectiveness, so it makes sense to manage the influencing factors. Inbox placement is largely determined by your sender reputation, and whether or not the recipient server correlates your past email behavior with unwanted email. Obtaining explicit permission before sending email is the most important method for maintaining a good reputation because it ensures that recipients want to receive your email and greatly increases the likelihood that they will engage with it. It also helps to prevent the major causes of spam complaints, hard bounces and sending to spam traps, all of which can cause your email to be identified as unwanted and sent to junk, or worse, blocked entirely.<\/p>\r\n

Getting permission to show an advertisement is not even a consideration for other marketing channels like TV or print media, but with email (and SMS) it\u2019s inherently part of the system, and there are real consequences if you ignore it. \u00a0This practice is so fundamental to email deliverability and inbox placement that it is required by reputable email service providers and has become part of the current trend of anti-spam laws. Even if you think you already have permission to send marketing email, you might be surprised about what your subscribers have to say.<\/p>\r\n

Permission is in the Eye of the Subscriber<\/h2>\r\n

Permission is an agreement between you and your subscriber to send them email from your business with particular content and at a particular frequency. \u00a0Since your subscriber solely determines whether or not your email is wanted and expected (and consequently whether they\u2019ll report it as spam, delete it, ignore it, or read it), the subscription agreement is not valid if they don\u2019t understand the terms, or if the terms are not clearly defined. \u00a0At the end of the day, what the subscriber thinks is all that matters.\u00a0 For explicit permission to be valid from your subscribers perspective, it should have these qualities:<\/p>\r\n