Just heard back from the Habeas folks I blogged below. I'd emailed them a bunch of questions, such as how do you define opt-in. Lonn Johnston over there emailed back, "Basically double opt-in." Which is *much* stricter than DMA guidelines that TrustE's program said it would follow. Which will make consumers happier (DMA's guidelines are notoriously emailer-friendly versus end-recipient friendly) and lots of mailers (including Sherpa) miserable if this takes off.



Lonn followed up his email with a quick call and promises to have more answers to my admittedly tough questions within a day or two, and I'll be sure to post them here for you.