Comments on: The great debate http://blog.wordtothewise.com/2009/03/the-great-debate/ Email, Delivery, Spam and more Wed, 08 Feb 2012 05:06:27 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: laura http://blog.wordtothewise.com/2009/03/the-great-debate/comment-page-1/#comment-2071 laura Wed, 04 Mar 2009 22:00:48 +0000 http://blog.wordtothewise.com/?p=369#comment-2071 I agree that for some marketers and some situations there is no real need or benefit to using DOI/COI. I also know there are some situations where if the sender does not use DOI/COI they will be sending quite a bit of spam. Overall, though, I think that senders who claim it is impossible to grow a list using DOI/COI are just trying to cover up their own incompetence at marketing. And, yes, for way too long marketers have focused on finding new addresses not keeping the subscribers they have happy. But this is a common problem and not just online. I agree that for some marketers and some situations there is no real need or benefit to using DOI/COI. I also know there are some situations where if the sender does not use DOI/COI they will be sending quite a bit of spam. Overall, though, I think that senders who claim it is impossible to grow a list using DOI/COI are just trying to cover up their own incompetence at marketing.

And, yes, for way too long marketers have focused on finding new addresses not keeping the subscribers they have happy. But this is a common problem and not just online.

]]> By: Tom Sather http://blog.wordtothewise.com/2009/03/the-great-debate/comment-page-1/#comment-2072 Tom Sather Wed, 04 Mar 2009 21:28:30 +0000 http://blog.wordtothewise.com/?p=369#comment-2072 I lean more towards the marketers on this one. DOI/COI is a little overkill for some senders when maybe I, or other subscribers, want to receive product updates or a 30% coupon without having to jump through hoops. As a subscriber, I just want to see the promises upheld at the point of collection in regards to relevancy and frequency. Marketers can take queues from the data on how to continue the relationship as well. If they see that certain subscribers aren't as engaged anymore, try a win-back campaign, or apply your rules on aging out data, or one could just do a quick and dirty re-permission campaign. I think marketers could use more assistance on the lifecycle of the subscriber than just being told to move to a COI model. As all of us know in the space, it’s challenging and there’s no silver bullet. I lean more towards the marketers on this one. DOI/COI is a little overkill for some senders when maybe I, or other subscribers, want to receive product updates or a 30% coupon without having to jump through hoops. As a subscriber, I just want to see the promises upheld at the point of collection in regards to relevancy and frequency. Marketers can take queues from the data on how to continue the relationship as well. If they see that certain subscribers aren’t as engaged anymore, try a win-back campaign, or apply your rules on aging out data, or one could just do a quick and dirty re-permission campaign. I think marketers could use more assistance on the lifecycle of the subscriber than just being told to move to a COI model. As all of us know in the space, it’s challenging and there’s no silver bullet.

]]> By: Bonnie Malone http://blog.wordtothewise.com/2009/03/the-great-debate/comment-page-1/#comment-2073 Bonnie Malone Wed, 04 Mar 2009 16:51:31 +0000 http://blog.wordtothewise.com/?p=369#comment-2073 Agreed! Regardless of the process - single or double opt-in - where marketers often fall short is in setting the expectation. Including a note on the subscribe confirmation page that informs new subscribers to check their mail helps guide the process and increase engagement. Reinforcing that message in the welcome/subscription confirmation email will further encourage action while supporting the brand impression. Managing the process well goes a step beyond basic list growth, as it ensures BETTER list growth, as the new subscribers are more engaged and likely to respond. Agreed! Regardless of the process – single or double opt-in – where marketers often fall short is in setting the expectation. Including a note on the subscribe confirmation page that informs new subscribers to check their mail helps guide the process and increase engagement. Reinforcing that message in the welcome/subscription confirmation email will further encourage action while supporting the brand impression. Managing the process well goes a step beyond basic list growth, as it ensures BETTER list growth, as the new subscribers are more engaged and likely to respond.

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