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Opting Down not Out
Following on from Jupiter Researches findings about irrelevant email marketing messages can alter consumer confidence I thought it best to revisit an old topic area.
Implementing an option to opt down instead of out of your mailing list has many secondary benefits; not just increasing your chances to keep hold of your recipients.
Firstly it will encourage you to move away from the archaic “one list for all” method of email marketing and encourage sub division. Be it frequency or communication type, the fact that it has been divided means you’re sending more relevant, targeted emails to your subscribers.
Once you’ve seen the impact that segmenting your list has on the success of your campaign, you’ll be galvanized to further implement segmenting and further reap the long term rewards of doing so.
Take split testing for example. You can now test a wide range of factors in one campaign send out.
All these things will come right back round to ensuring that you’re sending relevant emails to your mailing lists and even more importantly than that, ensuring that customer confidence is kept.
Tags
email marketing campaign | email marketing strategy | list hygiene | list segmentation
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January 15th, 2009 at 10:58 am
[...] while back I did a post about changing your unsubscribe process. I thought it was about time I revisited it to look in a bit more [...]