Things once best practices are not best practices now

Are You Really, Really Sure?
By Bill McCloskey, ClickZ, Feb 12, 2009

This week, I’m attending the second annual Email Experience Council‘s
conference in Arizona. Before introducing the keynote speaker, industry
icon Stan Rapp, conference host
and organizer Jeanniey Mullen said, “The guide to e-mail best practices
written in 2006 is out of date. Things once best practices are not best
practices now. E-mail is evolving.”

Today, we’ll look at one of those outdated best practices: double opt-ins.