Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Apr 02, 2002
Blog Post

Yahoo's opt-out tactic signals the end of an era

SUMMARY: No summary available.
I actually delayed posting this news yesterday because it was April Fools Day and I thought it must be a joke. Joke's on me.

Yesterday, on the same day that US and Canadian law officials announced they were about to get tough on spam, Yahoo decided to loosen up. No they are not relaxing their guard to let anymore spam into Yahoo mail users' mailboxes from the outside. However, they are going to be allowing a heck of a lot more bulk email from Yahoo advertisers in.

What they did was add a new opt-out "Marketing Preferences" section to every mail users account (enter your Yahoo email account, click on "Privacy" and then click again on the "Marketing Preferences" link in tiny letters in the left column.) This section lists no fewer than 17 different lists that you are now automatically placed on to get broadcast email, snail mail and even telemarketing calls from, UNLESS you make a point of going over to click the "no" button for each and every one of them. Yahoo is alerting mail users of this new system by sending them email about it over the next 60 days.

I understand that Yahoo needs to make money, just like any other business, and I support that. But forcibly putting my name on 17 different marketing lists unless I plead otherwise doesn't seem like a very permission-friendly tactic from the company that spawned the likes of Seth Godin. Is insisting on opt-in (vs. opt-out) permission marketing too-naive-to-bear these days? I dunno, but it's the end of an era, that's for sure.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.