RE: UKNM: Opt-in/Opt-out Boxes

[David Hughes]

Few points on this:


1.	Harnessing the power of consumer inertia in one's favour is not

necessarily a bad thing...book clubs make a living from it, as do many other

"contact us to cancel your subscription" services.  The issue is that we may

gain people's trust and confidence by default since they have not positively

acted to indicate their willingness to participate in a dialogue...cynics

may say that the consumer may not have actually seen the opt-out copy and so

that "doesn't count"!


2.	It comes down to why you are asking people to enter a dialogue.  In an

earlier life I worked for a lifestyle database company where reducing the

opt-out box completion (off-line on lifestyle surveys) became a critical

business objective, whilst operating within the moral and legal restrictions

that prevail.  Any company anticipating revenue generation from their

registration list may want to go down the "pre-checked  non-opt-out" route

because you will lose few visitors in the conversion process and end up with

more mailable records and loads more money.


3.	Permission opt-in has to be the way forward because it gives control to

the consumer.  If they want to hear from you they let you, but if you're not

interesting or relevant they can cancel that permission.  E-mail marketing

then becomes a positive part of the brand/company promotional process, not

something to tip-toe around self-consciously!


4.	There are a growing number of "negative opt-out" lists available for

rental.  They exist because demand for mailable external lists outstrips

supply.  Despite the activity of Yoptin, Myoffers and the like, the volumes

of permission opt-in lists remain low compared to the on-line world, and so

companies will feel the need to use the "non-opt out" alternatives.  (NMA

30.11.00 page 57 for more)


5.	The Data Protection Act regulates collection of consumer data and it has

sharp pointy teeth to bite those who break it.  I recommend that people take

legal advice before getting involved in any serious data gathering,

especially if they intend to sell it on to third parties.  In  these

circumstances you need to be aware of running the right "notice" at the

right point in the data gathering process and if you are collecting

"sensitive" data (e.g.health, religion) that carries even more compliance

requirements.  Gathering and mailing "Non-opt out" is not illegal, it's the

Anti-SPAM lobby and the lack of an explicit consumer relationship which

makes it's use a riskier strategy.


Lots of words for a Monday...I'm off to buy a new typewriter ribbon.


David Hughes

Group Account Director

E-Mail Vision UK Ltd

www.emailvision.com


-----Original Message-----

From:

ownerchinwag [dot] com

 [

ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On

 Behalf Of Alberts,

Rob

Sent: 01 December 2000 12:30

To:

uknmchinwag [dot] com

Subject: Re: UKNM: Opt-in/Opt-out Boxes



Hi


Dear A+S, while I agree that opt-in is the way to go, on what basis is your

view that pre-ticked opt-out boxes are "frowned upon". I'd really like to

know because we want to avoid the same pitfalls. Is there any research, it

it ethics, or is it more a home(page)truth?



Date: Wed, 29 Nov 2000 15:51:27 -0000

From: "Andrew Petherick" <

andrewmailtrack [dot] com

>

Subject: Re: UKNM: Opt-in/Opt-out Boxes


Opt out boxes are really frowned upon when the box is already ticked 'Yes'

for the person to receive information.  Also, if the opt out box is hidden,

then recipients think they're being spammed.  Opt-in is the only truly

ethical way of collecting data online (without pissing people off!)


- ----- Original Message -----

From: Sarah Thomas <

sarah [dot] thomasfirebox [dot] com

>

To: <

uk-netmarketingchinwag [dot] com

>

Sent: Wednesday, November 29, 2000 2:43 PM

Subject: UKNM: Opt-in/Opt-out Boxes


> Hello

>

> Can anyone clear up this query for me?

> What are the legal requirements regarding opt-in and opt-out boxes. Even

> though opt-out boxes are more effective, I've heard that they are frownd

> upon.

>

> Cheers

> Sarah



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