Opt-in Appends Anyone? Please!?

As a deliverability executive I’ve made the decision to prohibit any appended lists from the ExactTarget system, unless they have used an “opt-in” method for the permission pass (meaning after the addresses have been matched to the client’s database).  We do this because no true “permission” can exist with a typical opt-out append, leaving the sender open for hitting spamtraps, and eventually bulk folders or blocking.

I’ve been pushing for this for awhile, but the list industry needs to respond with a legitimate package for providing true “opt-in” append, rather than the same old opt-out appends that can cause so much problem. Unfortunately, the list append industry has thus far preferred the latter – which they believe does a better job of lining their pockets with cash.  They might be right for the short-term, but I argue that there is a lot of opportunity for a list append vendor who chooses to take the high road. From a marketer’s perspective, I’d much rather pay a premium for a customer that actually asked for my campaigns, than save money on names and teeter on the edge of legitimate permission.