Implicit opt-in for e-mails sits on a razor's edge of trust

08/20/2013 | Marketo

Business-to-business marketers often use implicit opt-ins for e-mail lists because they work -- and work fast. However, the use of implicit opt-ins do not necessarily build brand trust and might be viewed as spam, as subscribers might not realize they've agreed to be e-mailed. To build and maintain trust, it is best to use welcome e-mails and confirm that customers wanted to opt-in, Jon Miller writes.

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