Friday Al posted about data verification, building on discussions last week about Mr. Poopyhead’s article on open signup forms. He has a very insightful analogy, that I like and I am going to steal (emphasis from the original).
Running a web form, especially one that requires that an Internet user provide information before handing over something, whether it be a login to a website, a free download, or a subscription to a political newsletter, is a bit like putting a box in the middle of the sidewalk, somewhere up the block, and writing “Please put my free kitten here!” on the side of the box. You might end up with something in it, but it most certainly is not going to be that kitten you were hoping for. No matter how hard you wish, there is no agreement between you and the people who stumble across that form that they must behave, and must act a certain way. And, if you’re a savvy marketer, if you know how email works, you already know that certain people who stumble across your form are NOT going to behave. (Unless you’re just going to blindly assume that whatever you received must be a kitten, because that’s what the box is for. Duh!)
The solution is to make people give correct data before they get the prize, login, reward or free stuff. This can be accomplished by using confirmed opt-in. Al has concrete reasons why this is a win for marketers so go read his post.
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