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Anti-spam the right way

A News.com reader writes that other e-mail marketing firms could learn a thing or two from VerticalResponse's appropriately strict anti-spam policies and procedures.

     

      
    Anti-spam the right way

    In response to the June 20 Newsmaker interview, "Surviving in spam's shadow":

    I own Spamfree.net, a spam elimination service, so I find it very refreshing and commendable that Popick also considers spam a four-letter word.

    VerticalResponse is in a difficult industry. Legitimate, "opt in" e-mail marketing is a hard item to sell in a climate where everyone is inundated with spam. While the types of clients VerticalResponse represents are not likely to knowingly send unsolicited e-mail, other large and well-known companies have been guilty of spamming simply because the e-mail marketing firms they hire, or whose services they use, do not have anti-spamming policies and procedures in place.

    It is encouraging to see that at least one e-mail marketing firm understands that "opt in" means the recipient actually requested the messages, and that they further confirmed their request through a "double opt-in" procedure. Most e-mail marketing firms believe that "opt in" means nothing more than the recipients' e-mail addresses existed on a CD of harvested addresses.

    Other e-mail marketing firms could learn a thing or two from VerticalResponse's appropriately strict anti-spam policies and procedures.

    Peter Sachs, Esq.
    New Haven, Conn.

     

     

        
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