Vonage Reminds Us Why Permission’s Not Optional
Here’s a Grade-A example of why permission matters, and why only you can give permission to someone to email you.
This is a great example of the oft-overlooked negatives of Tell-a-Friend:
- It gets abused – through carelessness, or through a belief by some (such as Vonage) that there won’t be any consequences
- It potentially violates (or weakens) a company’s privacy practices – note that Vonage included the referring friend’s name in the email/s sent to the people referred
The Big Picture: Permission, Reputation and Long-Term Success
My point here isn’t to remind everyone not to use Tell-a-Friend with AWeber. If you’re reading this blog, you’re likely already well aware of where we stand on it.
This Vonage fiasco highlights more than just Tell-a-Friend specifically:
|It reminds us that while getting more subscribers is a key to a successful email marketing campaign, how we get them also matters.|
Shaky permission based email marketing practices aren’t good for any business looking to build long-term relationships and profits:
- They have the potential to piss off customers – and potential ones – which negatively impacts a company’s image and reputation (not exactly what viral campaigns aim to do)
- They lead to a spike in spam complaints which negatively impacts the company’s reputation and email deliverability with ISPs
Whether it’s TAF or any number of other list-building tactics, the short-term allure of sending email that might not be 100% permission-based pales next to the long-term consequences.