Hold all other factors constant i.e. offer, copy, format and changes to the mailing list cause the greatest impact to response rates. A quick look across the e-mail marketing industry illustrates the value of real permission. They fully disclose all details to the customer and gain clear permission when asking for their e-mail addresses. However, rented prospect e-mail lists typically lack this respect for permission. Consequently, registrants often are surprised to find themselves opted into an e-mail marketing program.
Permission means full disclosure by the marketer and complete understanding by the registrant.
Sounds pretty basic. However, this simple definition marks exactly where most e-mail marketers fail. Explain in simple English, and in plain view, the complete intended use of the e-mail address. Don t bury your intent in a Privacy Statement located on some other page. Yes, this will clunk-up the look and feel of your Web page.