Explicit consent

I’m working on a blog post about correlation and causation and how cleaning a list doesn’t make it opt-in and permission isn’t actually as outdated as many think and is still important when it comes to delivery. Today is a hard-to-word day, so I headed over to twitter. Only to find someone in my personal network re-tweeted this:

I don’t think I can sum it up much better than that.

Explicit consent to receive mail Is Still Important in order to reach the inbox. Anything else is just sending spam.

Delivery is not dependent on authentication
Low bounce rates don’t mean a list is good

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