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December 21, 2005

Email Opt-Ins

What’s the right thing to do?

Adopting Opt-in polices can improve deliverability – but at a cost

Consumers are getting so much email today; much is being overlooked, deleted and in many cases caught in spam filters.

One of the ways you can improve the deliverability of your email is to adopt more stringent OPT-in policies.  Most alumni and development professionals I’ve spoken to shutter at the thought of setting up policies that would eliminate some or many of the emails they’ve worked so hard to accumulate.

In an article in Omma Magazine, by Lynn Russo, Lynn identifies six levels of Opt-in

Double Opti-in:
Sends an email explaining what the person signed up for and asks him/her to click on a link to activate an opt-in.

Confirmed Opt-in:

Sends an email explain what the person signed up for and gives a chance to opt out, but does not ask for a response back.

Multi Channel Opt-in:
Offers two opt-in boxes, one for the company’s messages and another for third party messages.

Single Opt-in:
The box is not pre-checked. Customers must check it to sign up for marketing messages.

Predetermined Opt-in:
Pre-checks the box and requires customers to uncheck it to opt out.

Mandatory Opt-in:
Automatically opts users in without giving them a choice. When customers build a registration profile, there’s an opt-out box on the profile page.

So what do you do? If you send an email to all alumni and ask them to Double Opt-in, you risk some of the emails never making it to them, alumni do not take the time to opt in or just overlook opening the email.

It’s a tough choice to make, but sooner or later, you’ll have to make it!To see the entire article, visit http://publications.mediapost.com. At the time I wrote this, their site was having problems, so if you still don’t gain access to it, email me and I’ll fax you the article.

What do you think?

Posted by Don Philabaum on December 21, 2005 at 01:40 PM | Permalink

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