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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Email Lists – Opt-in, Double Opt-in and Opt-out

Advertisers send various types of email to customers and clients including: promotional email, email newsletters, and periodic email announcements. Sometimes the recipient requests the email, and other times unsolicited email just appears in their inbox. The web marketing terms “Opt-in”, “Double Opt-in”, and “Opt-out” describe how an email list creator goes about compiling their list. Here are the different methods in order of the list quality they provide, from highest to lowest.

Double Opt-in

Recipients that have actively requested to be sent email are not considered to be list subscribers until they reply to an initial email that asks if they “really meant to subscribe to this list”. Often times, list compilers utilize this double opt-in format to assure that a correct email address was given.


Recipients have to actively request to be sent email correspondences. Sometimes this is by checking a box on a web form. Sometimes it’s by failing to uncheck a box on a web form. Different web sites build their lists in different ways and the quality of the list usually corresponds.


Recipient emails are compiled by one form or another and automatically considered to be list subscribers until they specifically request to be taken off the list. This isn’t necessarily as inauspicious as it sounds. While a few unscrupulous spam email companies do attempt to blast email messages to the masses without any consideration of relevance, the majority of opt-out email recipients are selected for a list because they performed some action that suggests they might have some interest. Still, lists compiled in this fashion are usually the lowest in quality when compared to opt-in or double opt-in lists.

>> Publishing Your Company Contact Information

Authored in 2001 by Stephan Aarstol
while Director of Business Development