Why the details matter when it comes to e-mail permission

03/4/2013 | BtoB Magazine

Not all e-mail permissions are the same -- they vary between "explicit, implicit, secondary and no permission" -- causing some confusion among companies, writes Karen Bannan, citing a RegReady survey. The survey found that explicit permission is the most effective, but that B2B companies are less likely than B2C companies to think that getting explicit permission is necessary. "What we see happening is all these marketing automation systems have been encouraging marketers to send more volume and it is inundating users to the point that they are going to start ignoring what's coming in," says Elie Ashery of RegReady.

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