I posted yesterday about how important is looking after our database. Being providers of Email Marketing services, we received many call asking us whether we will sell commercial databases, too. Krasis promotes permission-based Email Marketing, and therefore, we don’t provide customers databases. Besides, when our customers sign the contract, they confirm that will not be using MAILCast to send Spam.

There are two different approaches that apply to Email Marketing: Opt-in and Opt-out

Opt-in is an email that is explicitly requested by the recipient. I.e. Sign in to receive a newsletter.  In order to quickly gain opt-in recipients, the easiest way, among others, will be including a sing-in form in your webpages (managed by a automated subscription manager, if possible). Countries such as UK, Denmark, Austria, Finland, Germany or Italy have already adopted the Opt-in policy in the name of the persons’ privacy.

 Opt-out is based on tacit consent, so it assumes a general permission to send emails to customers who has not explicitly stated that they don´t want to receive such information. This is closer to the traditional mailing approach, and to the Spammers philosophy.

Now, one and other approach have generated an extensive debate. Mainly because stats are saying that only 18% of your potential customers would accept to receive your information by email. . However this 20% people are really interested in your services and products… Should we apply the Pareto 20/80 principle?

It is your decision.