A recent Dateline-NBC program showed how easy it is to stay within the law but still controvert the governmental regulations regarding intrusive messages -- whether they be those annoying, dinner-hour telephone calls or e-mail spam. We at IMA are just as much a victim of spam overload as anyone else -- and have had enough bad experiences with e-mail filtering systems to say that they don't work well enough to provide the answer.
Therefore, as a public service, we'd like to share the e-mail newsletter policy that we adhere to as a marketing partner of IMNinc (formerly iMakeNews). What follows is largely extracted from the IMNinc.com Web site.
Spam is unsolicited commercial e-mail, junk mail, or bulk mail that has not been requested by a recipient. In addition to being perceived as intrusive, irrelevant, and often offensive, spam typically does not contain an option to unsubscribe from the mailing list.
Permission-based marketing, on the other hand, allows for opt-in subscription. This requires that anyone who sends out an e-mail message or newsletter (such as this one!) distribute e-mail only to persons or organizations who have explicitly requested it, or with which they have a pre-existing personal or business relationship that can be verified. For example, customer purchases, organization membership, or requests for information would be valid connections. Correspondence that is relevant and contextual to an original relationship is also acceptable.
For this reason, IMNinc does not permit use of third-party lists, stating that it is not possible to transfer permission from one person or company to another person or company.
IMA feels this is a matter of common sense. If someone is going to be annoyed to see your e-mail message or newsletter popping up in their in-box, the purpose of the message -- to make someone receptive to your product, offering, or event -- has been defeated. However, by allowing those individuals with whom you have had a prior relationship the latitude to opt-out of the list, you have created an environment in which your message can reach and possibly affect those people who have an interest in it.
