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Re: AM: email marketing; opt-in or out? An argument for opt out.

To:     "Michael O'Horo" <>
Subject:     Re: AM: email marketing; opt-in or out? An argument for opt out.
From:     Neil Harris <>
Date:     Fri, 07 Nov 1997 12:58:46 -0500
CC:     Adv/Mktg <>
References:     <01bceb9f$52528b40$>

We have a list of over 300,000 people who have played our games.  When
we mail to them, we take the opt out philosophy -- we have the right to
email to them because they are customers, but we let them opt out.  And
we also only send them mail once a month or so.

However, we also rent the list to other companies, and here we take the
opt in approach.  Only the customers who have opted to receive mail from
other companies from time to time will get mail when we rent the list.
In fact, most companies who rent a list vastly prefer this.  It's less
antagonistic to the audience.


Michael O'Horo wrote:

>  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 O'Horo
> The Sales Coach
> 703-516-4448 voice
> 703-516-4449 fax

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