Re: ONLINE-ADS>> Is spam costing us more than we think?

David Fox, KnowledgeWeb (david_at_knowledgeweb.com)
Tue, 16 Dec 1997 19:09:43 -0800

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Leah Roberts, Trail Blazer Enterprises, Inc. wrote:

>First problem... only OPT-IN lists are acceptable, followed by a
confirmation

>letter that requires a reply to be kept on the list (not taken off).

If we were running a high-volume mail list (like this one) then
absolutely there needs to be a verification process. But for a
once-a-month mailer? That doesn't happen in the "real world" and IMHO its
not going to happen online. Every email we send clearly indicates: where
its coming from, why its being sent, and how to be removed from the list.

That doesn't meet your guidelines but from what we can tell, it meets the
needs of our customers. An example: We've recently test mailed 25,000 on
our list (most were older addresses and had not been given the opt-out
option) offering a DAILY email from us. Result - 24% SIGN-UP vs 2.1%
remove - 11:1 in favor - that is a big difference and highlights a
different possibility to the rather gloomy one you paint.

>It's too easy to submit somebody else's e-mail address to a mailing list
as an act >of revenge.

Perhaps, but I could do the same thing with printed bingo cards.
Fortunately there are few enough whackos in this world that it really
isn't necessary for the magazine to call me first to make sure its OK to
send the requested literature.

>If somebody doesn't see that little box that you have defaulted for

>"spam me," then you will be sending them UCE.

"defaulted for spam me" ?? I think you're way over the top. People are
obviously interested in our content or they wouldn't have just completed
6 steps to get to the point of giving us their email address. A monthly,
clearly marked email is not spam and to call it such is clouding the
issue.

>Over the course of a few months we'll monitor

> the numbers and report back.

> >>

>

>If you're still here.

That sounds very ominous. I clearly said "TEST" some alternatives,
including opt-in. We can argue about opt-in, vs opt-out vs not asking all
day, but at the end of the day only real world tests will tell us what
the market at large needs and wants.

Has anyone run a test? Are you willing to share your results?

Regards,

David Fox

http://astrology.net http://www.knowledgeweb.com

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• Next in thread: Andy Bourland: "Re: ONLINE-ADS>> Is spam costing us more than we think?"

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