Permission Marketing Guidelines

Permission-based marketing is the gold standard in building relationship-based email communications that benefits the business, email service providers, inbox providers and end consumer.

There is often confusion regarding what are considered acceptable and unacceptable email address acquisition practices. While technically most of the following collection practices are legal under CAN-SPAM, email marketing has become a reputation based marketing channel under which the mail you send is expected, wanted and useful.

Most email service providers expressly forbid their clients from sending unsolicited bulk email, commonly known as “spam”. In simplest terms, “spam” is an email message sent to a group of recipients who have not explicitly requested to receive it. This extends beyond the minimum legal requirements of the CAN-SPAM Act of 2003 and is essential for minimizing complaints resulting from email messages. Email Inbox Providers will begin to block suspect messages based on the volume of complaints received. By following permission-based email marketing practices, you receive higher inbox deliverability of bulk email to all the major inbox providers