We all talk about permission based email marketing and how important it is to ensure your mail is delivered reliably to your recipient's inbox, but this article shows that while a recipient may technically have given permission to receive your mail they did not actually request it.

In the example they provide they show that the sender required users to give permission to be on their mailing list before allowing them to carry out a primary function on their website (effectively a forced opt-in) and thus the sender experienced a large number of complaints and delivery problems.

So, here's a few points you should remember:

• Recipients should always request to receive your mailings (for example a sign box on your website or a tickbox shown next to other forms on your site)
• Make sure that potential recipients know what your mailings will be about, how often they should expect to receive them and re-affirm that they can unsubscribe at any time.
• Don't force a recipient to sign up to your mailing list before being able to achieve some task on your site.
• Don't assume that just because somebody has given you their email address that they want to be on your mailing list.   You must always provide a mechanism (ie; tickbox) for them to indicate they want to be on your mailing list.   Adding your entire address book from Outlook is not an option!
• Ensure that recipients can unsubscribe from your mailings with one click and that you honour that unsubscribe from that day forward (Suite26 will do this for you automatically but you must ensure any further back-end databases you may have honours the unsubscribe too)

Finally, the AOL article touches on the topic of engagement.   AOL, among others, keep statistics on how many users click on your mail, how many click to display images, how many click the spam button, how many reply, how many click the not spam button along with other metrics to figure out how engaging your mailings are.   If you regularly get a low engagement score then you could find your mails ending up in the spam folder or maybe not even being delivered at all!   We will be writing more on engagement and the future of deliverability in some upcoming blog posts.

You can read the full article on the AOL blog here: http://postmaster-blog.aol.com/2009/12/03/p/

These providers often provide a 'Report Spam' or 'Spam' button within their interface which users can click on to mark a message as spam.  Unfortunately, some recipients use these buttons as a quick way of unsubscribing instead of finding and using the link within the e-mail itself.   It is therefore very important to ensure that these recipients are unsubscribed from your lists.

By integrating with the provider's feedback loop, Suite26 will receive an automated notification whenever these buttons are used and we can then locate the original recipient and ensure they are unsubscribed from future mailings.

Any contacts which are unsubscribed in this way will appear in your e-mail reports with 'Feedback Loop' as the unsubscribe reason.

It is very important that you honour these unsubscribe requests in the same way as any other.   If you continue sending mail to recipients who have unsubscribed in this way it is very likely that you will be blocked from sending mail to any addresses by that provider.

If you have any questions regarding this feature or require any other help with deliverability and spam related issues, please do not hesitate to contact support@26.co.uk