Permission marketing, privacy, and spam

One of the core tenants of Internet and e-mail marketing is 'permission marketing'. Permission marketing is the practice of only marketing to prospects who opt-in, have been referred by a true acquaintance, or choose to be marketed to. Unsolicited bulk e-mail from marketers is referred to as "spam", and is almost always unwelcome from clients. Unsolicited marketing on the Internet (oddly enough) is actually more vilified in the eyes of the consumer than unsolicited junk mail or telemarketing.

There is no hard and fast on permission marketing, and there are appropriate occasions for unsolicited e-mail. Marketers must ask themselves if the message they are sending is targeted, and of value to the reader. Will the reader view the message as spam or an intrusion? Does this message help or harm my reputation?

For example, if a customer of yours willfully gives you a referral of an acquaintance you should feel free contact them via e-mail just as you would through the phone or through the mail. On the other hand, if you comb discussion boards for unknown e-mail addresses to solicit, you are probably violating permission marketing standards.

ReferralSoft encourages our clients to avoid spamming three ways:

1. Only send messages to your clients and referred acquaintances that your clients or friends have given you
2. Respect their privacy: be courteous to their time and attention
3. DISCONTINUE sending messages if they ask you to stop

By its very nature, ReferralSoft can not technically be used to send spam. There is no mass list function beyond an advisor's customer list, and no way for an advisor to send to many strangers.

Any user that participates in poor permission marketing practices or spam will be permanently locked of the system with no refund.

In general, quality business people who do any business through referrals value their business and reputation too much to participate in intrusive, unsolicited spam activities, and should respect the privacy of their clients and prospects.