Anti-spam activists call it the “You-Can-SPAM” act, and indeed several marketers and executives see it as such – an excuse to send out email communications without permission.  In the space of today’s online market, however, legal permission to blast out emails isn’t a formula for success, affirmative consent is.

What affirmative consent is: when subscribers have actively requested to receive your emails.
What affirmative consent is not: checking pre-checked boxes.

Loren McDonald says that “permission […] is the foundation of customer relevance and trust.”

In the era of customer control, affirmative consent is crucial.  Consider how a customer reacts to email they have chosen to receive versus one that comes to them with the header “This is an advertisement” (a term of the CAN-SPAM act).  Sending customers relevant e-mail that will not annoy them is the difference between read and not read, engage and mark as spam.

To comply with the CAN-SPAM, affirmative consent is not required.  For a successful email marketing campaign – it’s key.