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A couple of weeks ago I got an email from Steve from

From: Steve
Subject: karma based marketing

I’ve been thinking more about this lately and re-read your blog post. Out of curiosity, what are you guys still (or what have you started) doing that you’d qualify as karma based marketing?

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Breaking things down helps you deliver better results. This lesson repeats itself almost everywhere people are thinking about how to do things better.

Common productivity advice is to break a complex task down in to simpler steps. When you list things...

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When is it ok to email without an unsubscribe?

My friend Bryan asked me “When is it ok to send an email without an unsubscribe link?”.

Well Bryan, there’s a lot of nuance when it comes to laws and ethics around sending emails. Since we make email software, we want to help you adhere to the laws in your jurisdiction (at a minimum). Beyond legal compliance, I want you sending emails that recipients want to receive. That’s better for you and better for your audience.

I’m not surprised you were confused about laws around unsubscribe links. Understanding CAN-SPAM is a good place to start if you have US audience.

Keep in mind that if you’re a US company sending to Canada, CAN-SPAM does not apply at all and instead you need to look at CASL. Spam laws tend to be based on the recipient’s rather than sender’s country.

This is going to be fun. Let’s dig in.

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