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Re: AM: email marketing; opt-in or out? An argument for opt out.
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I don't know if there's much practical
difference between "opt in" and "opt out," but I've received
some messages that I call "opt out" that say, in effect, "we're
going to send things periodically, but if you don't want us to, reply with
'unsubscribe' in the message." I like this for two reasons: 1)
I think it's prudent to take at least a quick look at different offerings, if
only to stay abreast. This is a dynamic industry and market. Some of
the stuff could be important. You might also pick up something useful in
the way it is packaged, positioned and sold; 2) If all I have to do to shut it
off is click reply and type unsubscribe, that's not a big deal in exchange for
the potential value of #1.
As a marketer and salesman, I like the "opt
out" approach because the default, doing nothing, favors the
marketer. Whenever possible, you want the burden of action to favor
you.
Of course, if I start receiving 100 or so of these "opt
outs" per day, my opinion of the innocuousness of the Unsubscribe exit task
may change pretty radically. Then my challenge will be to contain the
understandable murderous impulses that could result in changing my address to
something like mike@prison.life
.
- Replies
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- Re: AM: email marketing; opt-in or out? An argument for opt out., Neil Harris
- Re: AM: email marketing; opt-in or out? An argument for opt out., Daniel F. Savarese
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