Phillip Smith

Genius or Spam? Campaign for Liberty's interesting "win back" e-mail campaign

Over the years, I’ve subscribed to hundreds of e-mail lists. Like many of my colleagues in the online campaigning world, I subscribe to get a feel for how different organizations handle their online communication strategy. During the US Presidential election in 2008, I was subscribed to more than ever – and I enjoyed every missive! – however, when the election was over I unsubscribed, no longer wanting to hear from McCain, Ron Paul, and so on.

A year and eight months passed … and then, today, I received the e-mail below.

I’m a big fan of e-mail and I work with many organizations to help grow their lists by reducing list attrition (unsubscribes) – so my first reaction was “this is pretty smart.” However, as I had a chance to read further and realize that I’d simply been re-subscribed to the list without permission, I was less enthusiastic. Now, frankly, I’m not the kind to get my knickers in a knot about this kind of thing (as it is easy enough to re-unsubscribe), but I bet that many others would. What do you think? Genius or Spam?

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Hi, I'm Phillip Smith, a veteran digital publishing consultant, online advocacy specialist, and strategic convener. If you enjoyed reading this, find me on Twitter and I'll keep you updated.


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