A big thing that is going to rule the future of online solicitations is OPT-IN. Have you read anything about it yet? If you haven’t, let’s start with a guy named Seth Godin:
Every year, tens of thousands of people die because organ donor status in the US is opt in. If you want to be an organ donor when you’re dead, you need to go through steps now to opt in. The default is “no.”
…401 (k) plans tend to be opt in. If you do nothing, you get nothing.
Talking to the police after getting arrested is strictly opt out. Nothing to sign, you just talk.
Cheese on your pasta used to be opt out, but now it appears to be becoming opt in.
….So, I’d make organ donation opt out, public religious observance opt in, newsletters opt in and smart financial choices opt out. Anything that tricks a consumer into paying for something ought to be double opt in. And without a doubt, email (and commercial transactions of all kinds) are opt in. Smart for both sides.
What is opt-in email marketing? [Read more…]