MarketingProfs: Why Opt-In Just Doesn’t Matter

MarketingProf's Adam Smithline writes that the new Bayesian and challenge-response email filters will winnow down most email lists to a huge degree, and he thinks this is a great think for direct marketers.

You can quickly see that with these filters in place, regardless of permission previously given, the majority of today’s marketing emails would never get delivered. When recipients can control exactly what gets through, opt-in will be redundant, even meaningless.

Smithline believes this will increase the quality of lists, responses and the collective content seen by an individual email recipient.