Opt Out Versus Opt In - Some Basics

You have probably experienced this. You are eating your dinner at six or seven and then, the phone rings. \"Do you have a PC at home?\" this is one question but there are millions of them, from an unlimited amount of companies. Telesales.

The above example is a cold-call, one of the options in telesales. And the example could also be used to explain the concept of opt-out.

Opt in and opt out are concepts borrowed from the sales area. To practice telesales you need a list or a database with contact information (name, address, phone number, etc) and with an advanced software tool, the dialling could be established automatically.

When e-mail became a new and accepted media, this same method -- of calling people by batches -- was transferred to e-mail marketing. It is called e-mail marketing because you cannot establish a sales by sending an e-mail.

The opt-in-way of sending email is the way in which you do not have previously approval of the recipient to send this mail. The opt out refers to a mechanism where you give the recipient the possibility to decline future e-mails from you.

E-mailing under Opt Out was also a sort of cold-calling.

Because of the fact that an e-mail is a much more powerful medium by which you can reach millions of readers in one batch, the opt out mechanism became an issue. You could imagine this, when allowing everybody to send you mails you would receive phone calls not only during dinner, but from breakfast to supper and every minute in between. This Spamming is now under the attention of laws. And sending an electronic-mailing without previous consent could be seen as spam. Opt in has become the norm.

Opt in is when you first ask or invite someone to a newsletter and than include this person on the mailing list. Simple in words, but this turns the whole marketing upside-down.

There are also other areas where the opt in mechanism is applied. For example with organ donations. Also an area in need of serious marketing.

2006 Hans Bool

Hans Bool is the founder of Astor White a traditional management consulting company that offers online management tools. Have a look at some of our free management tools

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