{"id":18990,"date":"2020-04-27T12:42:33","date_gmt":"2020-04-27T10:42:33","guid":{"rendered":"https:\/\/www.artegic.com\/study-switch-to-opt-out-would-damage-email-marketing\/"},"modified":"2024-02-21T10:36:52","modified_gmt":"2024-02-21T09:36:52","slug":"study-switch-to-opt-out-would-damage-email-marketing","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/study-switch-to-opt-out-would-damage-email-marketing\/","title":{"rendered":"STUDY: Switch to opt-out would damage email marketing"},"content":{"rendered":"

6 in 10 marketers believe that a switch from the double opt-in procedure to an opt-out procedure would have a damaging effect on the channel email marketing. This is the conclusion of a current study by artegic AG. 72.2% believe that the change to the opt-out procedure would have a negative effect on the acceptance of email as a medium. 76.6% view a change as negative for consumers.<\/strong><\/p>\n

In a study of 600 marketers and managing directors, online CRM consulting and technology provider artegic AG investigated the views of companies regarding the current discussion around opt-in procedures in email marketing. A clear favourite was the double opt-in procedure where a recipient confirms his registration via a click in an email triggered by the registration. In addition to benefits concerning the legal security through proof of consent, this procedure also has a positive effect on the data quality. 92% of respondents say that the double opt-in procedure has a positive effect on the address quality in email marketing. In total, the double opt-in procedure is currently used by 74.1% of the companies surveyed. 17.3% focus on single opt-in, 8.6% even on opt-out, i.e. the registration without explicit consent with the option to unregister if desired. Interesting fact: Although most companies generally see a change from double opt-in to opt-out as damaging for the medium email marketing (60%) and even for the email (72.2%) and the consumers (76.6%), 25.9% would like to use opt-out if the legal requirements allowed it. It remains unclear in how far the opt-out procedure alone would be suitable in email marketing. For 41% it would be an appropriate procedure. 45.2% however, see it as unsuitable.<\/p>\n

\"\"“The study demonstrates that most marketers are aware of the effects different procedures have on certain aspects, such as the data quality. Nevertheless, the findings show a split picture. Even though a large proportion of respondents view the switch from double opt-in to opt-out – which is currently being discussed in Brussels –\u00a0 as damaging for the channel email marketing, a significant proportion (41%) see it as a suitable procedure”, resumes Stefan Mies, Senior Marketing Manager at artegic AG.<\/p>\n

“The double opt-in procedure has proven itself in practice and is expected by our WEB.DE and GMX users. At the same time, advertising customers can ensure a high address quality. The procedure is therefore an important pre-requisite for high-quality direct communication between companies and users. We assume that a change would have negative effects on the entire communication via email, explicitly the delivery rate” says Rasmus Griese, CEO at United Internet Dialog.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

6 in 10 marketers believe that a switch from the double opt-in procedure to an opt-out procedure would have a damaging effect on the channel email marketing. This is the conclusion of a current study by artegic AG. 72.2% believe that the change to the opt-out procedure would have a negative effect on the acceptance…<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","inline_featured_image":false,"footnotes":""},"categories":[102],"tags":[],"class_list":["post-18990","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-102","description-off"],"_links":{"self":[{"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/posts\/18990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/comments?post=18990"}],"version-history":[{"count":0,"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/posts\/18990\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/media?parent=18990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/categories?post=18990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elaine.io\/en\/wp-json\/wp\/v2\/tags?post=18990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}