It’s a wonder that this tune has been played over and over, yet people still aren’t listening. One of the most significant errors made in email marketing is lack of permission.

“Permission marketing is the privilege (not the right) of delivering
anticipated, personal and relevant messages to people who actually want to get them.” So states one of our favorite marketing guru’s Seth Godin in his blog and in his book, Permission Marketing.

In a recent special report from HubSpot,“Dirty Dozen: Email Newsletter Mistakes Nearly Everyone Makes,” they also site Lack of Permission as the #1 mistake. HubSpot and their researchers claim that “Carelessly sending email to addresses that haven’t duly shown permission in your registrar process will do several things: Hurt your response rates, significantly damage your reputation among receivers and eventually, put a pinch on your deliverability. You also risk losing your relationships with your email-services provider and web-hosting vendor because assumed permission is often unauthorized under terms of their contracts.”
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