Commentary

Where is all the opt-in at?

Fantastic Summit!! (as always). Let's continue to push the agenda. Let's be sure we cover opt-in. We have alot on deliverability, but really just one focused breakout on 'Welcome' (and unsub). Opt-in remains, in my mind, the best place to reduce deliverability challenges to come (whitelist opt-in sessions, preferred email addresses, add-to-addressbook, etc.). It's also the key early point in a dialogue where we can solicit advocacy and push viral platforms. I'd like to keep pushing the envelope in that regard, as consumer-driven platforms remain key areas for email marketing strategies to flourish, from Social Networking programs to co-branded acquisition and up-sell. Andy Goldman Partner, Director Email Marketing and Digitial Dialogue Ogilvy, New York

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