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

[Alberts, Rob]

TIm


Ethics ... and ... compliance with the Data Protection Act.


Lucid reply "From: "David Hughes" (UKNM:#785) points out that what you do

with Opt-in/Opt-out Boxes is very much dependent on your objectives, and

what sort of list you expect to end up with. Of his 5 points:


"2. It comes down to why you are asking people to enter a dialogue. <snip>

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."


If you are after quick conversion and revenue opportunities then try

"pre-checked  non-opt-out". If you want to build CRM and trust for the brand

then the double opt-in route is the way to go.


Sam, earlier, wrote that he saw a better list and better list management as

results of double opt-in. A different objective achieved.


Managing lists and marketing to lists are 2 different things. Yet both

depend upon those little boxes.


Best practice in each (according to what you want to achieve) may be

contradictory.


So, ethics AND legalities are guides here - in an area not black and white.

Boxes (permission) are that important: so maybe they'll migrate from

footnote to header? Maybe what we do then need not tip-toe around complaint,

but aim for complementarity.


Or maybe...

"it is online that the purest

brands are being built:

liberated from the real-world

burdens of stores and product

manufacturing, these brands,

are free to soar less as the

dissemination of goods or

services than as collective

hallucinations."

Naomi Klein - "No Logo"



------------------------------


Date: Mon, 4 Dec 2000 09:12:03 -0000

From: "Tim Ireland" <

timdesignercity [dot] com

>

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


"Alberts, Rob" <

rob [dot] albertsinternet [dot] tsleducation [dot] co [dot] uk

> said:

> 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?


Dare I suggest that ethics are the most important reason?


Tim Ireland

Director of Marketing

www.designercity.com


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