Plan for the Fourth Quarter (783 words)
Affirmative consent, explains DiGuido, can be broken into several levels, including:
Double Opt-in: Users check a box then receive an e-mail verifying they want to receive future communications. Once they reply to the e-mail, they're added to the database.
Confirmed Opt-in: After checking a box and/or completing a registration page, the individual receives an e-mail that verifies the e-mail address and the information submitted.
Single Opt-in: Users check a box that gives permission to receive offers from third-party marketing partners.
"A list should always have some element or level of permission," cautions Priore. If it doesn't, "the marketer renting the file runs the risk of becoming a spammer."
Now is the time to plan ahead for your holiday season and begin testing e-mail acquisition.
"Get seeded and understand the permission quality of those lists," recommends Priore. "Develop a list matrix and determine important criteria."
This will help you roll out to larger volumes in the all-important fourth quarter.