The foundation of reputation.
WHY IT MATTERS MOST
Complaints damage reputation faster than anything else.
People complain about mail they did not ask for.
WHAT COUNTS AS ASKING
An explicit opt-in A clear, unticked checkbox
WHAT DOES NOT
Making an enquiry Buying something Giving you a business card Appearing in a directory
WHAT NEVER TO DO
Buy a list Scrape addresses Add everyone you have ever emailed
WHAT HAPPENS IF YOU DO
Complaints, blacklisting, and damage to all your mail including transactional.
FOR EXISTING LISTS OF UNCERTAIN ORIGIN
Consider a re-permission message asking people to confirm.
Losing most of the list is better than damaging your domain.
WHAT TO RECORD
When and how each person opted in.
WHAT TO MAKE EASY
Unsubscribing. Every marketing message must offer it, working immediately.
WHY
Someone who cannot unsubscribe marks you as spam instead.
That is far worse for you.
