(List mgmt) Reducing opt-outs
Latest posts | Feed | By Mark Brownlow
Silverpop devoted some useful time and energy to a study of email marketing practices among numerous retailers.
In the latest results presented in this press release, they offer some insight into how opt-out mechanisms can best be used to retain list members.
That's not a paradox.
By presenting those wishing to opt-out with alternatives that better fit their needs and by reminding them of the value of your emails, you can make them rethink their decision.
And at the very least, it's an opportunity to gain feedback on what you've done to make them wish to opt-out. Useful intelligence you can apply to prevent others going the same route.
Silverpop note that very few of the retailers they evaluated were doing any of the above.
In the latest results presented in this press release, they offer some insight into how opt-out mechanisms can best be used to retain list members.
That's not a paradox.
By presenting those wishing to opt-out with alternatives that better fit their needs and by reminding them of the value of your emails, you can make them rethink their decision.
And at the very least, it's an opportunity to gain feedback on what you've done to make them wish to opt-out. Useful intelligence you can apply to prevent others going the same route.
Silverpop note that very few of the retailers they evaluated were doing any of the above.
Permalink | March 20, 2006 |
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