Susan Barone is building her Web business with a pristine attention to privacy. Each woman who presents her e-mail address at one of Barone’s three plus-size apparel Web sites is told precisely how that information will be used, and that it will not be traded or shared without her explicit consent. Then she must check a box to opt in to the Uniquelyme bimonthly newsletter.
This level of care understandably results in a very slow acquisition rate. Since starting her first site (www.uniquelyme.com) two years ago, she’s collected a database of only 76,000 names. That’s a tiny total after nearly three years work, but that doesn’t bother Barone a bit.
In all that time, she’s had only 12 complaints. And, her opt-out rate is practically nil.