FreshAddress Adds Opt-in E-Mail Append

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E-mail database provider FreshAddress, Newtown, MA, said yesterday that it is adding opt-in e-mail appending to its services.


The company said the feature guarantees that the e-mail addresses are deliverable, matched to customer databases on an opt-in basis.


"These days, a greater number of clients come to us with e-mail privacy and protection concerns, so it makes sense to include it as a regular service offering," FreshAddress CEO Bill Kaplan said in a statement.


The traditional opt-out standard in e-mail communications requires an individual to actively request not to be sent e-mail. Inaction on consumers' part is considered consent, according to FreshAddress. The company's new appending service requires potential subscribers to actively request, "Yes, e-mail me," the company said.


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