Secure & Retain High-quality E-mail Lists

Ethical E-mail Practices

In this age when privacy has come to include the right to be left alone from spammers, always use the two-step process of opt-out and double opt-in.

Opt-out. In this procedure, the customer is e-mailed a message that provides the option to opt out of future offers via e-mail. (Tip: The subject line should clearly indicate the message is going to the individual “as a customer of ABC Co.” In this way, you may reduce the number of recipients who delete the message before opening it.) E-mail addresses of those customers who opt-out should be removed from the database immediately, in addition to the addresses for any undelivered e-mail messages (i.e., the Mailer Daemons noted above).