I am a Linked In Open Networker – this basically means that I accept most connection requests and will archive a request rather than hit it with an “I Don’t Know”. I have made some interesting contacts but I am surprised to see how many of my new contacts automatically subscribe me to their mailing lists. Not the Linked In contact lists, but their own mailing lists through services Aweber, Getresponse, Constant Contact and the like.
As someone who has built a solid Email Marketing database (and experienced some interesting situations along the way) and also consults with Small Businesses to develop and implement an Email Marketing campaign, I find this practice to be counter-productive and a possible breach of the CAN-Spam laws.
A possible breach of the CAN-Spam laws? Yes – I am, in effect, being sent unsolicited commercial email – marketing material – from these contacts. I haven’t provided express permission to receive these updates, and they are far from personal levels of contact – some of the updates are incredibly professional newsletters and marketing updates.
Could I argue then, to an ISP or autoresponder provider that these updates are being sent to me without my permission? Yes. Would the ISP and autoresponder provider take action – maybe, if they received enough complaints over a period of time.
Am I going to complain? No, I won’t. I’ll see if I can unsubscribe from the updates and if I can’t and I really object to the material I’m being sent, I’ll disconnect from that contact. Ultimately, I use a separate email address for these connections and deleting email is relatively easy. (This is what I mean about counter-productive for the contact sending the message).
Permission Based Email Marketing
Permission Based Email Marketing, is about gaining the recipients permission to send them information of a commercial nature. Pure and Simple – if you haven’t received their permission, don’t send the material.
The question that is raised, is does connecting on a business or social network like Linked In, imply permission to receive commercial and marketing updates? Does it imply permission to be added to an autoresponder service to receive those updates?
I think not. I believe that by connecting, we are allowing ourselves to explore how we can work together, if at all. It also allows us to expand our contact base and make introductions, if the fit is good…. It’s about networking first, business and sales later.
I get the fact that one way to get to KNOW about your new contact is to receive their email updates – but I would prefer to make that determination myself. I would like to assess what my new contact is really doing and whether their information is relevant to me and will add to my business or personal development.
Even adding people from offline events in this manner should be considered in the same light. When you received their contact details, did you ask them if they wished to receive your updates – or have you just assumed that they would be interested and sent them updates anyway?
Business Reputation
What does this mean for your business repuation, or reputation in general?
I am happy to provide referrals for people, when I believe they have integrity – I’m not likely to refer one of my contacts through to someone that just assumes they add a contact to a mailing list, on the strength of the contact being made.
Think about what your current networking practices are saying about you – and consider how the recipients of your updates feel, when the updates are literally forced upon them and they have to opt-out of receiving them.
In my next article, I’ll discuss some practical strategies about connecting on a social or professional network and adding people to your email marketing list.
Hi Charly,
You’re right on – connecting with someone on LinkedIn is not at all the same as opting into their list. You simply can’t assume permission, because, well… “we all know what happens when we assume…”
It’s like exchanging business cards – you don’t just add people to your list because you got their business card. You ASK them when you get the card if they’d be interested in receiving your emails, and IF they say yes, then (and only then) do you add them.
Permission is something I’ve talked about a number of times on the AWeber blog and in our other educational materials. I hadn’t accounted for LinkedIn specifically in our “Can I Use This List?” scenarios (linked via my name above), but you can bet I’ll be going back and adding this now.
Oh, and if you find that someone does this to you and is using AWeber, you’re more than welcome to contact me directly about it. Adding people to a list without their consent runs contrary to what we’re all about at AWeber, and I’d appreciate the opportunity to educate someone and steer them in the right direction.
Thanks for a useful commentary on relationship marketing.
Hi Justin,
Thanks for stopping by and adding to the discussion. The blog post you link to is incredibly helpful – and it should be used by everyone when considering how to / if to add a contact to their list.
I’ll be publishing another article in a day or to that provides some practical ways that you can move a contact to a subscriber – and will add more articles in the future about how you can communicate with your community in a meaningful way over time.
Hi Charly,
this is a very interesting article. A question that has been at the back of my mind for a long time is the following: When somebody gives you their business card and you verbally ask whether they would like to be added to your update or email list etc. and they say “yes” and then you go ahead and do it – how would this stand up in court if they decided to complain?
All you had was a verbal agreement, nothing in writing, no double opt-in? How are you going to prove that they agreed?
It is a very frustrating area of networking because when I invite people to go to my site and subscribe about 95% won’t do it – too busy, forget, not time etc.
Any thoughts?
.-= Connie´s last blog ..Indian Vegetarian Cooking =-.
Hi Connie,
Yes, you’re right – what is the proof that they agreed to join. I’ve provided two practical strategies on how you can achieve that in my next article:
Practical Strategies: Email Marketing & Networking.
You can always write on the back of the business card you receive the date and that they agreed to join your mailing list.
Charly.
Hey charly,
A masterful clarification. I was pointing out to someone recently the danger in taking a cavlier attitude to including contacts in an email list. You have clarified the issue graphically. No permission means “no”. I am so glad to know this before I ran out “with hobnail boots” into the privacy of others. In my exuberant ignorance I could easily have “dirtied up” my relationships. No need to convince anyone, I’ll just send them to your post.
Many thanks,
Robert