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Posts tagged with Email Authentication

Email: time to put an end to double opt-in?

emailOnce a gold-standard best practice, is double confirmed opt-in for email marketing programs now "outdated" and a "terrible idea"?

Email marketing veteran (and, full disclosure, personal friend) Bill McCloskey thinks so, and list a myriad of scenarios that can go wrong when marketers take this virtuous path.

I'm hardly unbiased when it comes to confirmed double opt-in. When the Federal Trade Commission (FTC) sought recommendations for CAN-SPAM legislation back in 2003, I testified in Washington on the virtues of confirmed double opt-in.

Plenty may have changed in email over the past six years, but not that part.

Let's look at Bill's fallacious arguments.

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