Re: Responsible Email Marketing

From: Mark Brownlow <markbrownlow_at_ibizadmin.com>
Date: Wed 16 Aug 2000 20:50:38 +0200

TERRY BRAINERD CHADWICK <tbchad_at_tbchad.com> WROTE:
> Given that those of us who want to responsibly market
> via e-mail will never convince those who want to force
> their message on us to change, I would like to redirect
> the focus of the topic. Let's discuss ways to
> responsibly conduct opt-in e-mail marketing.

One of my jobs is to edit a publication
(http://www.ibiznewsletters.com/) which reviews
newsletters targeted at, among others, online marketers
and advertisers. In the course of my research, I've
signed-up for dozens of opt-in newsletters. I'd like to
present the list with two of the opt-in practices I've
met and spark a debate on whether they count as
responsible email marketing.

I encountered both subscribing to newsletters published
by well-known and well-respected companies and
websites, many of whom have written strong anti-spam
posts in lists like online-ads.

1. The supplement

I sign up for a newsletter which contains useful
marketing info and insight, with little self-promotion
by the company putting out the newsletter. I also get a
"supplement" delivered as a separate email, which just
contains promotional material on the company. During
the sign-up process and at the website, there is no
mention of this supplement and it doesn't appear in the
online archives. There is no way of separately
unsubscribing from the supplement.

2. The special issue

I get sent the odd "special issue", which is either a
third-party advertisement or advertorial. In two of
these cases, I was warned that I would receive such
mailings in the welcome message after I subscribed. In
one case, the special edition came without warning.

As an aside, I estimate around 75% of the newsletters I
subscribe to are single-opt in only, and this figure
rises to near 100% when you take out the newsletters
hosted by third parties with strict double opt-in
rules.

So what do you reckon folks? Shades of grey? When I
sign up for something, just what am I opting in to?

Mark

Mark Brownlow - VP Research
Internet Business Forum, Inc.
Tips, insights & advice to help you work the web
<http://www.ibizhome.com/1702.htm>





Received on Wed Aug 16 2000 - 13:50:38 CDT