Sunday, February 3, 2008

Giving prospects one more reason to stick around

E-mail: Opting out doesn't have to mean goodbye

Only a small percentage of companies give subscribers who want to opt out or unsubscribe any other choice. It's goodbye, and don't let the door slam you in the you-know-what on the way out.

That means there's a big opportunity for marketers who do provide other options to keep customers while rivals lose them forever. Instead of losing the prospect altogether, online computer company TigerDirect's unsubscribe page asks, "Where Can We Take You Now?..."

As well as opting out altogether, a subscriber may:
1. Click to get the RSS feed to get the benefits of "e-mail without clogging up your inbox"
2. Sign up to get a catalog, or
3. Go back to the TigerDirect home page to see the latest specials.

It makes sense to make a last-ditch attempt to save these customers. Many want something different or prefer to receive content less often. That happened to me recently when I signed up to get fashion company's Ann Taylor's e-newsletter.

Before I knew it, something was arriving nearly every day. It was too much. Although I wanted info from Ann Taylor, it soon felt like spam.

Hitting spam button to opt out

And that's another scary thing in the report: An increasing number of subscribers are hitting the spam button instead of the unsubscribe button to get rid of unwanted stuff.

Heads up: If you notice your spam complaints going up, it may be time to make opting out even easier.

These are just some of the good and bad opt out practices contained in a great new report by The Email Experience Council on unsubscribe practices. Even though it concentrates on retail marketing, it includes many ideas that any marketer with ezines, newsletters, etc., can use to convert customers.

Readers of the Internet Marketing Report print issue can read more on this on the bottom of page one of the next issue (February 8).

Posted by Internet Marketing Report editor, Julie Power, Monday, February 4, 2008 at 10 am.


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1 comment:

Chad White said...

As the author of the report, I'd also stress that while retailers are missing out on the opportunity to engage folks as they unsubscribe, they are doing a very good job of honoring opt-out requests quickly. You can find stats on that in the executive summary here:
http://blog.emailexperience.org/2008/01/retail_email_unsubscribe_bench.html