Optimizing Opt-In/Opt-Out Approaches
- Opt-out policies are the prevailing strategy for U.S. b-to-b communications and demand creation tactics
- Marketers outside the U.S. are often governed by opt-in policies, but they too grapple with the challenges of list fatigue and maintaining relevance
- Getting prospects and customers to not opt out – or to opt in – is as much or more a matter of proper content than deliverability tricks
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