ExactTarget: Real Email Threat #3: Lax Permission
“The issue of permission presents one of the greatest threats to the future of email marketing. …consumers want greater control over email. They want control over SPAM, they want to be able to unsubscribe from email more easily, and they want greater control over the frequency of commercial email coming to their inboxes. …The belief that marketers can send email to their customers based on a ‘prior existing relationship’—the premise for email appends—is dead. Customers don’t want the practice to continue.”
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