Re: Newsletter Spam?

From: Adrian Cooper <adrian_at_cooper.net>
Date: Thu 11 Nov 1999 20:43:36 -0000

MIKE DRIEHORST WROTE:
> If a client identifies a certain audience for an
> e-newsletter and we obtain e-mail addresses of our
> targeted audience members, are we spamming them with
> a one-time mailing and the option to opt-in or opt-out?
>
> I'd say no.

That depends entirely on how you obtained the mailing
list. If the list is a qualified "opt-in" list from a
reputable source, that is to say a list of people who
have *proactively agreed* and *requested* such material
by email, then that should be acceptable.

If OTOH is is a speculative list, compiled by means
other than proactive requests, and which requires a
person to "opt-out" of future mailings - that is
totally unacceptable.

This issue includes that of cost shifting to the
recipient - a factor which does not apply to snail mail
- and any cost incurred by recipients *toll collect* in
this way is wrong whether it occurs just once from one
source or multiple sources, and which requires people
to accept the additional burden of having to "opt-out"
of future mailings.

We in the anti-spam community have defeated the
"opt-out" proponents time and again on this principle,
and bills in US have failed to become law based on this
principle as a result. If ever "opt-out" became
acceptable, we would be deluged with UCE and spam from
very conceivable source, including from respectable
companies who have so far refrained from the temptation
to send commercial email, and people would spend most
of their time having to pro-actively opt-out of
commercial mailings.

Then we have to consider aged and less technical users
who do not understand the "opt-out" process, and as a
result of not being able to "opt-out" are deemed to
have "opted-in" by default, and as a direct result have
to suffer deluges of commercial email they just do not
want. Such people who have an absolute right to privacy
the same as everyone else, and they would feel highly
intimidated and stressed by this invasion.

No! Opt-out is wrong, and we must make sure it NEVER
happens.

> Though the end goal in all marketing communications
> is a sale and business relationship, a newsletter is
> not a direct sales pitch. The recipient does get
> value from a well-written newsletter.

Value, intent and content is totally and completely
irrelevant. If is is unsolicited, it is spam, and is
totally unacceptable.

> Any feedback?

Yes - don't ever make the mistake of attempting to
justify your own objectives by a misplaced rationale.

Adrian Cooper.





Received on Thu Nov 11 1999 - 14:43:36 CST