BLOG

Co-reg

Well over half of the clients who come to me with delivery problems admit at some point that one of the ways they collect subscribers is through co-registration. They typically have widespread delivery problems at the major ISPs as well as SBL listings.

John Levine posted over the weekend about his thoughts on co-reg.

So a friend asked, is it possible to do coreg that doesn’t stink?
After a variety of more complex suggestions, I offered a simple criterion: if it’s one opt-in, it’s one opt-out. That is, if I signed up in one place, and I later decide that I don’t like all the mail from Our [Trusted Marketing Partners], I want to unsub once and have it all stop.

Therein lies the rub. Most companies selling addresses through co-reg will tell you that they can’t take any responsibility for what happens to the address after the sell it. They will point out it is not financially viable for them to track what happens to their subscribers. The question I have never received a satisfactory answer to is: If you don’t know what your trusted marketing partners are doing with the addresses you are selling to them, how is a subscriber expected to give informed permission

On the flip side, companies who buy co-reg usually have a rash of excuses for why they will not take responsibility for gathering permission from the recipients. They don’t want to send welcome messages. They won’t tell the recipient who sold them the address. They won’t ask sellers how many other senders this address was sold to. They will not confirm the recipient wants mail from them. In my, admittedly biased, experience the entire co-reg industry is about obfuscation and hiding from recipients. This goes equally for the sellers and the buyers.

Over at the Exacttarget blog, Al talks about a successful way to do co-reg.

Direct co-registration is far less problematic. That’s a scenario wherein a site explicitly asks a registrant if they want mail from company X, Y or Z, and then, if the registrant only agrees to mail from company X, only company X is given the registrant’s email address. Sounds like opt-in to me.

His experience matches with mine. If there is transparency in the transaction, that is both the seller and they buyer inform the recipient what is going to happen to an email address then the recipient can make an informed decision. However, when the recipient is just told that their address will be shared, there is no informed opt-in and the recipient treats the mail as spam.

Comment:

Your email address will not be published. Required fields are marked *

  • OTA joins the ISOC

    The Online Trust Alliance (OTA) announced today they were joining forces with the Internet Society (ISOC). Starting in May, they will operate as an initiative under the ISOC umbrella. “The Internet Society and OTA share the belief that trust is the key issue in defining the future value of the Internet,” said Internet Society President and CEO, Kathryn Brown. “Now is the right time for these two organizations to come together to help build user trust in the Internet. At a time when cyber-attacks and identity theft are on the rise, this partnership will help improve security and data privacy for users,” added Brown.No Comments


  • Friday blogging... or lack of it

    It seems the last few Friday's I've been lax on posting. Some of that is just by Friday I'm frantically trying to complete all my client deliverables before the weekend. The rest of it is by Friday I'm just tired. Today had the added complication of watching the Trumpcare debate and following how (and how soon) it would affect my company if it passed. That's been a bit distracting, along with the other stuff I posted about yesterday. I wish everyone a great weekend.1 Comment


  • Indictments in Yahoo data breach

    Today the US government unsealed an indictment against 2 Russian agents and 2 hackers for breaking into Yahoo's servers and stealing personal information. The information gathered during the hack was used to target government officials, security employees and private individuals. Email is so central to our online identity. Compromise an email account and you can get access to social media, and other accounts. Email is the key to the kingdom.No Comments


Archives