Permission vs. Spam

4 minute read

There’s one thing that separates great

email marketing from spam. Permission. It’s the vital ingredient to any email marketing program and the principles of permission marketing are at the core of our business.

Did you know that we have an automated spam feedback loop with major ISPs such as Hotmail and AOL, and that we also receive automated updates from spam reporting services such as Spamcop? Additionally, our address is circulated and made available on various web sites and DNS records to ensure we receive reports of any unsolicited email being sent through our systems.

We take any such reports very seriously in order to protect our clients’ reputations, our reputation, our email delivery rate and ultimately, recipients’ faith in email marketing. Our aim is to ensure that every email we send is anticipated, personal, relevant and rewarding – never unsolicited.

Ideally all data held in all our clients’ accounts would have been gathered using our built in forms, so we will ensure a confirmed opt-in loop and hold all IP addresses and times of consent on file. This means that each time an email address is added to a list we verify both that it exists, and that the owner knows that they’re signing up to an email list.

Of course, sometimes data needs to added en masse to our clients’ accounts – for instance if they move to our service from a competitor. In these cases we can only ask our clients to confirm that the data is fully opt-in. We do however have some key points to cover, and a more detailed overview in our anti-spam policy.

  • We view any unsolicited, unexpected email/SMS as spam.
  • We don’t allow use of 3rd party lists, whether consent has been gathered or not. We don’t believe that consent is transferable between organisations.
  • We don’t permit purchased data to be imported, whether apparently opt-in or not.
  • We believe that any communications sent to a subscriber about an unrelated subject to that which they requested to be kept informed about are spam.

We enforce these beliefs because:

  • We want to promote permission marketing and protect subscribers’ inboxes.
  • We all hate spam.
  • We need to have a good email reputation to ensure that genuine permission-based messages are successfully delivered to inboxes.

We actively encourage disgruntled subscribers to report any unsolicited emails to – and we investigate each and every report to the last detail. We also use both automatic and manual checks on all imported lists, and data added via our API.

Much as we love our clients, on the odd occasion that one doesn’t adhere to these rules we have to intervene, and if necessary terminate their account. Of course, we hate to lose a client, but we deeply believe in the principles of permission marketing and the benefits that it can bring to marketers and subscribers.