30 March 2006

Opt-Out Email Provides Opportunity for Marketers

When someone leaves our mailing list, we always wonder why. Perhaps we send another email to confirm the opt-out or ask the subscriber to share why they are leaving. There is more you can do.

Silverpop, a leading provider of permission-based email marketing solutions conducted a multi-phase Retail Email Study, and the results uncover tactics for maintaining list growth.

Silverpop found that 12 percent of companies give customers the chance to change their email preferences in addition to simply opting-out.

We should remind recipients of the value of being on our list and some customers will stay. This process may also uncover useful information while leaving a lasting positive impression of your company.

We have all received an email that has no opt-out mechanism, makes us opt out of several different programs by entering our email address, and then tells us it will take 7-10 days to take effect. Not exactly professional, is it?

"You should try to get as much information as you can before the customer is gone for good,” Silverpop CEO Bill Nussey said. “Were they receiving too many email messages? Are they no longer interested in your product or service? Was the content not relevant enough? You can even provide an empty text box on the Web site in which they can add their own feedback."

The full report of Phase III includes data on the number of days companies took to remove a name from the list, the pros and cons of various opt-out methods, and shows examples of how some retailers say goodbye.

Download the report here for free.

Tags: eMail Marketing, opt out email, Silverpop, eMail list

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