I have a confession to make: Ever since I first heard about the major ISPs measuring engagement as a way to determine if your email is spam or not, it hasn’t sat quite right with me, but I wasn’t sure why.
And I’m not talking as an email marketing vendor. I’m talking as a person who gets emails.
Finally, I just read something in Email Marketing Reports that explains my unease with the concept.
First, a reminder of the concept: If you email a subscriber and they don’t open or interact with your email, the ISPs are going to take note and will begin to assume your emails are not wanted by the recipient…and they are therefore spam and you should be blocked.
That just didn’t sound quite right to me, I confess. And a portion of Mark Brownlow’s article explains why: We don’t open every single email, every single time, but that doesn’t mean we don’t want to hear from that business at all!
For example, I get promotional emails offering photo books on sale. Right now, I don’t have a photo book put together and am not ready to order, so I’m ignoring the emails for now. But on my to-do list for the end of summer is to pull together photos…and order me some photo books! Now, if my ISP decides that my lack on interaction with a company like MyPublisher.com means I don’t want to hear from MyPublisher.com, they are wrong! I most certainly do want to hear from that company. I’m simply not ready to order from them…yet.
So the question is: Are the ISPs going too far to “protect” consumers with these new measures? Should we as consumers speak up and say “wait a minute”? After all, it’s not as if we don’t have—and use—our own tools for getting rid of emails we don’t want. We are free to unsubscribe at any time from any email.
I don’t know, and maybe I’m overstepping my role as an email marketing vendor. But I always see both sides of the coin: that of the email marketing vendor and that of the email marketing recipient. As an email marketing vendor, I definitely understand why the ISPs are doing what they are doing. And certainly consumers have clamored for more protection from unwanted emails.
What do you think? Post a comment or send your thoughts to firstname.lastname@example.org.