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

To:     "Adv/Mktg" <>, "Daniel F. Savarese" <>
Subject:     Re: AM: email marketing; opt-in or out? An argument for opt out.
From:     "Michael O'Horo" <>
Date:     Fri, 7 Nov 1997 14:35:32 -0500

I agree with you that the threshhold of pain is what distinguishes the
acceptable from the heinous, but isn't the time it takes to read and decide
what constitutes the real penalty?  The opt out/opt in component follows the
open-and-read part.  Your correct concern about the volume of unwanted email
is universal.  The problem seems to lie more in the marketer's usurping the
receiver's download wait time and perusal time and less in the incremental
burden of a response.  But I accept that any minor increment  multiplied
enough can create a critical mass.

At its core, email marketing seems to be cold call telemarketing by whatever
label.  It merely substitutes a newer intrusive interface device at the end
of the telephone line.  So it would seem that the challenge of email
marketers is balancing their need to make initial contact with prospects
against prospects' historical repulsion by cold calls, whether voice or

-----Original Message-----
From: Daniel F. Savarese <>
To: Adv/Mktg <>
Date: Friday, November 07, 1997 12:44 PM
Subject: Re: AM: email marketing; opt-in or out? An argument for opt out.

>>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.
>Sure, as a marketer and salesman, you're going to like the "opt out"
>approach.  But from the client perspecitve "opt out" sucks big time.
>See below.
>>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
>The problem is that many of us in fact do receive an unmanageable number
>of "opt outs," maybe not 100 a day, but even one every day is a major pain
>in the butt.  After being flooded with so many "opt out" messages from
>different businesses, people become less receptive and even potentially
>hostile to those businesses.  This is especially the case with
>business-oriented products.  I will not do business with anyone who engages
>in hostile marketing.  Today hostile marketing includes "opt out" email
>advertising because of the level of abuse that has been exercised by
>so-called spammers.  There's a fine line between "opt out" and "opt in"
>email, but in general, people I know regard "opt out" email as hostile
>and "opt in" email as acceptable although perhaps mildly annoying.
>Daniel F. Savarese       voice: (410) 309-9640        email:
>ORO, Inc.  "Component software for the Internet."tm

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