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Posted by The Spamhaus Team on 15 Feb 2022
There are various methods used today for email address acquisition to build mailing lists and contact databases. Confirmed Opt-In (COI) is the gold standard. It is a simple and powerful method of building and maintaining a clean, high-quality database of marketing contacts. This, in turn, will help build and maintain your email program’s reputation and subsequently ensure and maintain good deliverability.
Here is an outline of the process for confirmed opt-in (COI):
While this method requires more work and investment than others, the payoff in list quality more than offsets it.
This is a widely used method that involves no confirmation of consent:
While it is possible to run a successful email marketing campaign using this method, it can cause these problems:
All of these factors can poison a mailing list since user engagement is the most critical factor in determining the fate of an email today. Unexpected marketing mail causes people to report it as spam, driving down reputation and deliverability.
Opt-out is the least useful, messiest, and riskiest of all acquisition methods, and you should avoid it at all costs. It has been proven to negatively affect IP and domain reputation, causing severe problems with successful email delivery.
Opt-out employs the assumption that you can acquire permission after the event: That’s not how permission works. It cannot be granted retrospectively; you must get it upon initial contact. Opt-out methods also include the use of purchased or rented mailing lists, addresses scraped or harvested from the web, etc.
Opt-out places the burden of permission on the recipients, which rarely goes well for the marketer. Use of this method is guaranteed to cause:
Next stop… let’s move onto the day-to-day operations of running a marketing email program starting with how to avoid looking like a spammer when you’re sending emails.
15 February 2022
Here are the right and wrong ways to acquire marketing contacts. Ensure your address acquisition choices don't negatively impact your reputation.
Monitoring email complaints is a vital piece of the reputational “pie," so keeping them as low as possible should be every marketer's goal.