White House Press
The White House has recently been criticized for the way they are communicating with constituents across the nation. This article by DJ Waldow, blogger for Deliverability.com, does a good job of defining what they have been doing and what has caused so much frustration.
The topic of SPAM is always something that can stir a tremendous amount of debate. Providers, experts, and bloggers talk about best practices and how not to do it. However, as with any regulation or law, there is often gray area. Is what the White House doing something against the law? No. The messages may have been unsolicited, but entirely within the bounds of CAN-SPAM.
But what any organization sending email campaigns should know, is that there is a difference between what is legal and what you should do. What is the right thing to do? What activity will garner engagement with your audience? What type of communication will drive results?
The best definition of SPAM is any email that the recipient does not want. Period.
The goal should always be to deliver email that people do want...
and will act on
and won't complain about.
And, to bolster that, Andrew Kordek posted a funny, but all-too-true list of 9 steps to ruin your email marketing program. It’s not always black and white, but instinctively any email marketer can identify the tactics that will engage their audience and promote future interactions. They follow that gut check and 9 times out of 10, they will be sending their email campaigns the RIGHT way.
Kris Dougherty | Deliverability
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