There is still a bit of discussion going on around the HBR article on how B2B mail should be opt-out not opt in on various delivery blogs. Over on the Blue Sky Factory blog new daddy (congratulations!) DJ writes a post about why he thinks opt-out in any context is a poor marketing decision. One of his commenters follows up with a long comment about how recipients shouldn’t get angry when...
Harvard Business Review posted a blog earlier this week suggesting that all businesses should treat email marketing as an opt-out process. Unfortunately, the post seemed to me to conflate and confuse a number of things. She mixes in potential customers providing business cards to an exhibitor at a trade show with current customers that are using a product. She promotes businesses using opt-out as...
Over at Spamtacular Mickey talks about the email marketers’ syllogism. Anyone who doesn’t want our mail will opt-out. Most people don’t opt-out. Therefore, most people want our mail. This clearly fallacious reasoning is something I deal with frequently with my clients, particularly those who come to me for reputation repair. They can’t understand why people are calling them spammers...
Mark Brownlow skewers the arguments from opt-out proponents. A definite must read.
Seth Godin compares and contrasts two different email campaigns he’s received. One is a opt-in campaign that is highly relevant to him. The other is spam, sent to two “discovered” email addresses. The whole post is very good, but there are a couple things he said that bear repeating. There are a hundred ways to skulk around, to collect email addresses, to write clever privacy...
I tend to avoid online sites that require you to register and provide information including email addresses. In my experiences companies cannot resist sending email and my email load is extremely heavy and I want less email, not more. Sometimes, though, what I need to do requires an online registration and giving an email address to a company I would really prefer not to have it. Recently, I had...
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