6 Levels of Permission-Based Email: Marketers Find More Than Six Degrees of Separation Between Double Opt-in and Opt-out Lists
Marketers can also allow subscribers to opt down, Alvarez says. She adds: "For instance, you can offer to change the frequency of your emails or provide them with other types of newsletters or email programs to subscribe to. One company that is doing this well is SpaFinder."
Then there's always the option of regaining the affection of lost customers, Thompson says. "You may want to extend generous offers to win back customers who have defected," he suggests.
While some may debate her on this assertion, Tager says providing consumers with a pre-checked box for opting in to a list is, in practice, placing them on an opt-out list. "Honestly, I never recommend this," she says. "I think you are telegraphing a 'slippery' image with this concept."
None of the advisors commented on what the Welsh government is considering. Granted, it's not an email campaign, but the proposed "presumed consent" rules would mean citizens would automatically become organ donors unless they opted out, according to the BBC. So, similarly, even if marketers think they have the support for an opt-out program and they'll get a lot of customers that way, it just might backfire.
On Jan. 18, Experian CheetahMail took an even stronger stance—doing away, company-wide, with the practice of opt-out email appends.
Hotz says: "Although opt-out may be allowable under Can-Spam, you are asking for an increased number of complaints along with a large group of unengaged 'subscribers' who may not even realize they are a part of your email list."
Trivunovic agrees: "Yes, you will have more email addresses in your database. But if they are all complaining and unengaged, does it really matter? If a tree falls in the woods … right?"