Jun 5, 2009

YOU are responsible for who broadcast your ads

Gmail published recently an update to their Bulk Senders Guidelines concerning affiliate campaigns.

In a few words, this article states that brands are responsible for broadcasts made with their offers inside.

This is a general trend today across most ISPs, Freemail providers and anti-spam solutions.

Up to recently, only (or mostly) the sender reputation imported when sending bulk emails.
Now, link reputation, brand keywords and content itself gets more and more important in the filtering process.

This means that not only should you - as a brand - closely monitor who you use to communicate on your offers, but you should also be very cautious when sending third party advertising on who you advertise for.
Either way, lack of caution would lead to a big drop in your reputation as a direct marketing entity.

For those of you who want to read more, I already discussed this subject twice in October 2008 and November 2008

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