Firms should make sure their marketing messages are permission-based, an expert body has warned.

According to Altersage, permission-based marketing communications are the most effective way of engaging with current customers and acquiring new leads to boost business lists so they should not be overlooked.

Writing on Marketing Web, the firm urged marketers to make sure their subscribers are fully informed about what they can expect to receive when they initially sign up otherwise they are likely to opt-out if they feel they have been misled.

“Whether you are adding subscribers yourself or they are adding themselves, make sure it is clear to them that they are giving you permission to email them,” Altersage commented.

“If you do not get permission, or make it clear that someone is subscribing to an e-mail list, you are probably spamming.”

Writing in, Neil Anuskiewicz, director of business development at EZ Publishing, recently warned marketers that their communications are likely to be mistaken for spam if unsubscribe links are not clearly featured at the top of email messages.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing