How organizations build email lists is no small issue. Many groups are investing significant resources in staff, consulting, advertising, events and vendor contracts (in particular partnering with Care2, Change.org and similar communities) to increase their list size.
An issue that often comes up as these programs take off is do we use “opt-in” or “opt-out?” What does this mean? Opt-in means that a new subscriber must make a proactive decision to join an email list by clicking a checkbox, filling out a form or, in the case of double opt-in by replying to a confirmation email and essentially telling you twice that they want to be on your email list. Opt-out happens when someone is added to an email list without clear prior acknowledgment and must actively opt-out if they want off the list.
We were intrigued the other day to come across a post on ClickZ looking at the results of over 300 million emails sent to sets of subscribers added to lists via opt-in and opt-out methods. Email professionals will generally discourage organizations from using opt-out methods (though, as discussed below) typical subscription practices aren’t far from opt-out and many organizations use opt-out frequently through email appends. And opt-out is pretty much assumed in political campaign marketing where lists are bought, sold, traded and given away all the time.
Opt-out is cheaper than opt-in. You may put money up-front to rent/buy an email list or run an email append against your mailing list or other house file. But dollar for dollar it costs less than opt-in. Generally, the more subscribers need to do to indicate their interest in subscribing the less likely they are to subscribe.