inTouch Broadcast is email marketing for business owners to stay in touch, build connections, give back, run campaigns and measure results for improved communications and valuable feedback on ways to improve your service or product in whatever type of business you run.
While we do this and help people make their mark in the world, we hope that we can help some people make a home in this world. So, we are contributing 10% of our hosted inTouch Broadcast email marketing service fees to Habitat for Humanity Toronto.
We hope you'll choose us to help shape the landscape of your business and of our community.
Why is consent so important?
It's real simple. You get improved ROI. You will get to the Inbox, not just the bulk folder or junk folder, but the Inbox and improve your ROI. In addition, you will demonstrate a high integrity brand image and that will speak volumes about your email Newsletter even before you send the first one. After all, we all respect those who are respectful towards us.
Why else? In Canada, particularly, the level of compliance to meet Canada's Privacy Act - PIPEDA is higher. In particular, on the topic of consent, the assessment toolkit provided by the Privacy Governor to measure your own ability to meet compliance with the level of consent required is quite straightforward. Here are the key points:
- you need to tell people the type of content or nature of the communications they'll be receiving
- you must ask for the explicit consent
- the request for consent must not be done in a deceptive way
Who else cares? Not only does PIPEDA request this level of compliance but these days, the Email Reputation firms and major ISP's are working together and using this same level of compliance to measure our sending reputation. The ISP's are finding ways to identify what they deem the "new breed of spammers". The new breed of spammers are regular folks who are using email marketing but not following through on all the processes which assure consent, a technically clean email identity and respect for the recipients.
How do they do this? One of the key things that's being measured these days is complaints. The Email Reputation systems are requesting people achieve less than 1 complaint per one thousand emails. Now, a complaint is measured by the clicking of the THIS IS SPAM button within the email system. As senders, we are expected to resolve the issue and there is no provision for telling our side of the story to the ISP's. The ISP's want us to meet our obligations through processes that will ensure compliance. So, we need to have practices in place to earn a reputation and maintain that reputation with our readers and the ISP's that implement the gateway to recipient Inboxes. It takes continuous attention, monitoring and management to keep our email identity clean and maintain good list hygiene. These two factors alone will account for a much higher email delivery rate and overall email campaign ROI.
Why does it matter now? So, you've been sending emails for a long time and nothing has gone wrong and you believe that if it's not broke, don't fix it. The famous words of Spiderman's Peter Parker keep ringing in my ears: "with great power comes greater responsibility". And, so the onus that ISP's place on email marketers who send to larger numbers is far greater than the onus they place on email marketers who send to smaller lists. And, of course, if you're sending one-to-one email, the onus is much smaller yet because the impact is proportional to the number of emails that are sent out. So, if you have a large list, the complaints and level of compliance is far more rigorous.
Consent is the first and most important step to healthy list hygiene and increased delivery rates to the Inbox.