Opt-in Reconfirmation in the Wild

What’s an opt-in reconfirmation email? Also called, as fellow blogger Al
Iverson mentioned lately
, a re-engagement email, or a permission pass email.

Al links to DJ Waldow’s write up on’s recent re-engagement
, and today I see that Janine Popick, CEO of VerticalResponse,
talking about Coach’s turn at culling their list through this process. What’s interesting here is that, according to Janine, Coach didn’t target this reconfirmation email only at recipients who never open or click. She says she does both, regularly, and received this email message anyway. Another friend of mine, who is also a Coach subscriber, reports to me that she receives regular emails from them (most recently as just about
ten days ago), but that she did not receive this reconfirmation email message.


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