‘The Opt-Out Email List: To Send or Not to Send?’ – ‘MarketingProfs’ Blog
The latest article on ‘MarketingProfs’ is titled “The Opt-Out Email List: To Send or Not to Send?”.
Karen Talavera says, “Many email marketers have the best of intentions when obtaining clear permission from people they want to email to, but their inexperience or reluctance with getting a program started can cause both permission and data to age.
But there’s a more serious aspect of this problem in which permission is not simply lax or questionable but ignored altogether. Hence our conundrum for this month.
How can this be? Many consider email to be a permission-obligatory marketing channel, yet US law does not mandate that marketers obtain the affirmative consent of email address owners before sending them commercial email.
Although CAN-SPAM (the acronym for the law governing commercial email in the United States) does legislate certain identity and consumer choice rules pertaining to marketing email, it does not require opt-in”.
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