How many ways should customers get to opt out?

There’s no right answer here. Fred Wilson has a great post providing one – very informed – point of view into behavioral targeting, list building and privacy one – very informed – point of view into behavioral targeting, list building and privacy. Obviously, you need this data to grow your business – and to offer valuable services to your customers. But, it’s critical to act appropriately from a brand-building, customer and legal standpoint. What to do?

From my perspective, I think it’s most important to do well by doing good. Put yourself in the shoes of your customer – or better yet, your most conservative customer – then decide what to do. For instance, in a past life, we enrolled customers into a loyalty program at time of purchase unless they opted out, then provided the ability to opt out in both our purchase confirmation and the email confirmation sent. Oh, and in every follow-up communication.

And if you can, ask them what they’re cool with.

If it were you, how would you want a company you don’t know to treat your personal information?