Done correctly, this once-maligned strategy can be a real boon to your list health.

By Catherine Algeri

Fantasy No. 3: If they didn’t opt out the first time, I don’t have to use an opt-out link in the future!
Not so fast. Giving donors an escape hatch in every e-mail is the best way to keep them from hitting the spam button. DMA guidelines [see box above] require that you give your donors the chance to opt out with each e-mail.