Why the current opt-in e-mail model won’t work

Opt-in e-mail. You get to select from a wide range of lists, in specific-interest categories, and you’re assured that "100% of the people on these lists have asked to receive targeted e-mail messages from mailers like you."

It sounds great. But is it?

Turns out there are three major problems – and a bunch of minor ones – with the way some current opt-in e-mail list managers are operating.

The first is that when opt-in e-mail addresses are sold or rented there is a "disconnect" between where consumers left their addresses and the third-party marketer who ultimately sends them an e-mail.

Here’s an example – you’re surfing on a financial services site that invites you to leave your e-mail behind to receive more targeted information. Sounds reasonable, so you leave your address. Two weeks later, you receive e-mails from a deluge of third-party financial services marketers with whom you have absolutely no relationship. By this time, you’ve forgotten with which company you originally left your e-mail, so you’re convinced you’re being spammed – even though you "opted-in."

Most opt-in e-mail marketers would tell you there’s no difference between this and direct mail. But there is. For the most part, direct mail is not so "in-your-face". And the Web culture thing – you know, "If I want it I’ll go get it" – is ingrained and not likely to change.

The second major problem lies with "tag-along prospecting". That’s where you receive an e-newsletter that you have asked for and at the bottom of the newsletter are a bunch of related Web sites and a few lines of text. Neat. But the point of your signing up for the e-mail newsletter in the first place was to receive the newsletter. Period. You may or may not make time to visit the related Web sites – that is, if you make it to the bottom of the newsletter in the first place.

When marketers prospect via e-mail, they want their message to be front and centre (unless they’re placing banner ads to build some name recognition). Ride-alongs have a place, but they tend to generate very low response.

The third major problem with the way opt-in e-mail programs are being run today is that the marketer’s promotional messages are not being vetted by anybody who cares about the offline relationship with the recipients. The reason why the direct mail list rental business has remained credible for so long is because the owners of the lists have a genuine relationship with the people on their lists. The publishers of Canadian Quilting Magazine are not going to allow any direct mail to reach their readers unless that mail is of interest to their readers. List managers vet mailers by reviewing sample mail pieces and the final decision always rests with the list owner.

The companies that are assembling opt-in e-mail lists are doing so for the sole purpose of selling the names to make money. They may not care what kind of message is being sent. Oh, some will take the high road and tell you that they give their "members" opportunities to unsubscribe at any time. But at the same time, they’ll rope people in to leaving their e-mail addresses by offering them free stuff. The free stuff usually means visiting another Web site, where the person, of course, needs to leave their name, address and e-mail.

All this ranting doesn’t mean that opt-in e-mail is not a good thing. In fact, it can be a great thing if it’s done properly.

So what’s the formula for success? Easy. The formula for success is to build on the already successful list-marketing model.

Picture this. You subscribe to Canadian Quilting Magazine. As part of your communication with the magazine you reveal your e-mail address and you tell them it is OK to communicate with you in this way.

Now, if you were to suddenly get e-mails from quilting-related marketers you didn’t know, you might be a bit miffed and assume you were being spammed (remember the in-your-face, Web culture thing?)

However, if Canadian Quilting Magazine were to send you an e-mail that specifically pointed you toward a Web page and told you the editors thought you might be interested in what the site had to offer – that’s a different story. Here’s why: Your relationship with the magazine has not been compromised.

So, is everybody happy? Let’s review the players.

The client submits their Web page URL to the e-mail list manager who vets it through the list owner. If approved, the client gets their Web page endorsed by the list owner. Yup, the client is happy because their message is being delivered to people who have shown a true affinity for the category.

The e-mail list owner approves only those Web pages that would potentially be of interest to their most important asset – their customers. Plus they can earn revenue for delivering a targeted message. Yup, they’re happy too.

The e-mail recipient receives targeted information from the same company to which he or she has given permission to send e-mails. The recipient also receives an opportunity to opt out of receiving any further recommendations. So yeah, they’re happy too.

The key to ensuring the success of e-mail prospecting is to be completely overt. No hiding behind surveys and contests. No piggybacking on newsletters. If current e-mail marketing practices continue, consumers are going to rebel. And don’t forget – the customer is in control. Changing an e-mail address is as easy as changing your mind.

Don Lange is senior vice-president of the Cornerstone Group of Companies. Cornerstone is one of Canada’s leading suppliers of direct response goods and services. Cornerstone recently announced the launch of Cornerstone Web Media dedicated to prospecting on the Internet and opt-in e-mail list management.

Also in this report:

– The next generation of Net tools: Permission-based e-mail, online behaviour profiling, customized content delivery on the rise p.D12

– System links agents, data warehouse: Pivotal combines technologies required to build successful e-relationships p.D17

– Direct Tech p.D18

Cannes Lions 2025: More Lions go to Rethink and Weber Shandwick

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.