The selective opt-out builds momentum

Gratifying to see Melinda Krueger writing today about negative preferences. If you're letting people choose what content they get from you, you probably let them tick a box or three to express their preferences at sign-up.

Another approach is to send people particular kinds of content, and give them the opportunity to tell you which types they don't want.

I discussed this reverse targeting technique and its many advantages back in April. See the Elegant ways to avoid unsubscribes post.

More on targeting and segmentation | Tags: email marketing, email segmentation

Permalink | July 17, 2007 | 0 comment(s)
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