Playing by the Rules

The secret, Herp says, is maintaining an open dialogue and using the two-way nature of e-mail to converse with consumers, instead of pushing information at them in the traditional one-way stream of direct mail.

“The thing is that just like all other direct-response channels, once people who are responsible get involved in the business process, the significance of opt-in versus opt-out will wane,” says Herp. “The work we’ve done with lists that are not specifically opt-in speaks to that. You can be responsible, not because they’ve given permission, but because they will like your offer.”