The opt in opt out dance

The UK Daily Telegraph’s marketeers are doing an amazingly good job of encouraging me (or is it confusing me!) into signing up to receive a range of marketing goodies.

Daily Telegraph t&c’s

I appreciate these guys make their corn from duping the likes of me into opting into these things (and I’ll admit to smirking at the lengths they’ve gone to), but seriously what is the harm to the brand in them trying to befuddle and confuse me into opting in?

The way to navigate this marketing sea is as follows:

  • Uncheck
  • Check
  • Check
  • Uncheck
  • Check

Can they honestly say they aren’t trying to dupe people into signing up? And if they are trying to dupe people, won’t this just backfire on them? Or am I being terribly naive? I guess this is a case of value of marketing list vs cost of annoyed customer. I wonder if there is any cost analysis done on this type of thing?


3 responses to “The opt in opt out dance

  1. I can say from experience that the person responsible for this probably would say they were honestly not trying to dupe people 🙂

    They just don’t know better in many cases, and if they do know better, what you see is often the result of ‘negotiation’ with a client who doesn’t know better. By the time the to-and-fro is over, anyone who did care has long since given up.

    Working in an agency is so much fun!

  2. > ‘negotiation’ with a client who doesn’t know better

    It’s the job of agencies to show clients the right way to go, and to back up their recommendations with evidence. The second part is the hard part, and the majority of agencies rarely do it.

  3. Pingback: Have we done something wrong? « Simpler is better

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