Posts Tagged eu law

Double opt out – is that a thing

Just like many people I get a lot of spam in my inbox. I religiously go through and unsubscribe in the mistaken belief that one day it will reduce down to nothing. Not all emails I receive have an unsubscribe link. One I received today did and I followed the link through. I landed on a page that said we will now send you an email with a link to unsubscribe. I’d never seen that before.

All our email databases are double opt in, they have been for many years. This will make it easier for us when the new european email privacy laws come in next year. When somebody signs up for our newsletter we send them an email with a link to follow. It’s not till we get confirmation from that link that they are added to the database.

On the face of it this process goes against the grain for many marketing communications professionals. We normally don’t try to make it difficult for people to engage with us. Our choice to implement this process was a difficult one. For most of the countries we cover this was not a legal requirement and we lost many subscribers on the way. What we did get however was a very engaged readership, they have all consciously said ‘I want to read your news’, that for me is valuable and was worth doing.

Whether you agree with me or not is irrelevant, from May next year if you are emailing in Europe you will need to adopt some kind of positive opt in process. But will you go that little bit further and adopt a double opt out too? I hope not, it’s bloody annoying.

The regulations can be found Here.


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