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    Email Marketing: Opt-In vs Opt-Out

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    Assume you are working for a company that sells music online. The marketing department would like to send e-mails to customers who have purchased music from the Web site. These e-mails would use information about the genres of music customers have purchased in the past and would offer those discounts on new releases in those genres.

    Discuss your thoughts/feelings about marketing managers using an opt-in statement for permission to send such emails that would appear when customers make their first purchase.
    -Should all businesses/organizations have the opt-in statement?
    -Or should they only have an opt-out statement in which you are automatically enrolled unless you accept/check the out-out statement?

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    Solution Preview

    There are benefits and drawbacks to both opt-in and opt-out statements. Opt-ins are very intentional and you know that the individual indeed wants to receive your intended message. With opt-ins, a Marketing Manager can expect to have a higher open rate of emails, higher engagement rates, higher click thru rates and lower unsubscribe rates. However, your email database will be ...

    Solution Summary

    This solutions examines the benefits of both email opt-in and email opt-out and provides a recommendation to the provided situation. The solutions covers elements such as email open-rate, email engagement rate, email click-through rates and email unsubscribe rates.