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E-mail Appending and Permission
Recently I sent a colleague at a large nonprofit some information about different e-mail appending strategies and vendors. I got the following reply: "Thanks for the info. Right now we're thinking that appending isn't the way to go because we don't get the permission component that is so vital in the communication link." As I wrote the following response to her, I realized this issue of permission indeed gets very fuzzy during the appending process, so I decided to share it with you, too. My response: I understand how you feel. It's critical that the appending firm has the permission of the e-mail address owner to send them e-mail. Otherwise it's like appending a phone number which the appender got out of the phone booth (no one seems to have a problem with this in telemarketing -- e-mail is unique, for now, in the "permission" theory). Then, some appenders will send an e-mail to each address they append, asking permission before they pass along that e-mail address to you, their customer. Some vendors will only pass along the e-mails of people who respond positively (they usually call this opt-in) and others will pass along all of the e-mails except those that respond negatively (opt-out). Obviously, you get far fewer e-mails with the former, but that would satisfy even the most ardent privacy advocates. Even opt-out vendors seem to comply with the DMA guidelines on permission. Once you get appended e-mails (opt-in or opt-out), you then have to decide how to communicate with these people. You should certainly send them some sort of introductory message. You can choose to make these people "opt in" to receive any further communication, or you can give them the option to opt out of future e-mails. So there are ways to satisfy any level of permission with which you and your colleagues are comfortable, or, (dare I say more importantly?) with which your supporters are comfortable. If you would like to offer a dissenting or clarifying opinion, please feel free to do so! For more information on vendors who append e-mail addresses, see: September 2002 | |
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