Oh, No You Don't!  When David Meerman Scott signed up for email alerts about launches and events at the Kennedy Space Center, he didn't expect getaway offers from Delaware North Companies Parks & Resorts, which operates the space center's visitor center.
A close examination of the subscription's fine print, however, revealed an opt-out policy for campaigns from 14 other properties managed by the company. "Yes, the Delaware North lawyers were satisfied," Scott wrote at his blog. "But [does that] make it right to abuse fans of manned spaceflight by hawking a trip to Finger Lakes Gaming & Racetrack? No. Of course not."
Within three hours of posting these thoughts at his blog, Scott received an apology from Deb Collins, VP of sales & marketing for Delaware North. She wrote in the blog's comment section:
"I want to thank you for helping us catch an issue that is counter to our intent and practice. Upon reading the blog, and researching the situation, we immediately pulled all other scheduled sends of this format and are taking corrective steps to remedy the problem."
Collins goes on to detail what changes subscribers can expect, and closes on a note of praise for Scott's post. "I appreciate your insight that will help us look more closely at this practice and make quick adjustments to something that could have damaged our relationship with other guests."
The Po!nt: Don't assume so darned much. Deliver only what you promise upfront to your opt-ins. Hidden add-ons like these can create damage-control nightmares.
Source: WebInkNow. Read the full post here.
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