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Article

Title: A Better Opt-Out

Author: Magill, Ken Article Type: Product Analysis
Source: DIRECT, v18 n10 p9(1) Publication Date: Sep 2006
  ISSN: 1046-4174
URL of Publication: http://www.directmag.com

Among those lauding Microsoft's decision to add an e-mail unsubscribe link to its free Microsoft Windows Live e-mail user interface (UI) is Ben Isaacson, privacy and compliance leader for the Experian CheetahMail e-mail service provider. He urges all Internet Service Providers (ISPs) to do the same so that a level of accountability can be reached that is consistent throughout the Internet. Brian Holdsworth, senior product manager for Windows Live, says the software is still in beta, some UI design changes are coming down the pike, and the ultimate plan (which could be changed based on beta feedback) would allow users to say they have or have not identified a communication as spam and, if it is spam, to unsubscribe if so desired. Non-spamming e-mail marketers have urged ISPs to get rid of spam compliant buttons because consumers frequently use them to stymie mailers trying to get messages through, even though the user has signed up for the e-mail. Each complaint is a negative against the sender, and too many complaints result in ISPs blocking the messages of the specific ISP. When a user hits the Windows Live unsubscribe button, it will not register as a spam complaint, says Holdsworth, but instead will be a deletion that sends the notice back to the sender to say Please unsubscribe.

Companies:
Microsoft Corp

Products:
Windows Live

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