MindComet

Before You Go…

I was *this close* from unsubscribing from Shopittome.com‘s newsletter this morning, but once I clicked on the unsubscribe link from my daily sales alert, I was taken to the page below:

I immediately reconsidered my decision of opting out… all because of their variety of appealing preferences. The three preference options broke down as follows: “Take a Temporary Break”, “Make Salemail More Affordable” and “Receive Emails Less Often”. Perfect. Instead of opting out, I set a maximum price of $80 and chose to receive only one email a week. Rather than completely removing myself from their list (in turn remaining a potential revenue source), I stayed on board while receiving emails less frequently featuring less expensive items. This is a surefire way—and a great example of how—to retain your contacts and lower your opt out rates.

What other examples of creative and efficient unsubscribe / preference pages has anyone else seen recently? Comment below!

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Posted by Bryan Quilty on Nov. 18, 2009

Beginning of the End at the MarketingSherpa Email Summit

After a long day yesterday of gaining some great knowledge on various aspects of email marketing as well as a networking gala, we are diving right back into it this morning!  We just attended the first presentation of the morning here at the MarketingSherpa Email Summit, from Pam McHugh from Mintel.  Her presentation was on a New Proprietary Study: How Consumers Interact with Email.  She had some great stats and info to share. 

As mentioned various times throughout each day, she began discussing the daily challenges we see as email marketers.  Two main topics she discussed was Subject Lines and Frequency. 

“Subject lines transcends familiarity,” is something that sort of echoed in the room when Pam made the statement.  Her role is to study email marketing and they have found that subject lines can get you past the reader not knowing who the sender is.  A reader is more likely to open the email if the subject line is relevant and catching. 

When she touched on frequency, which is a very touchy subject around email, there were some interesting points she mentioned.  Consumers reported a high tolerance for multiple communications if their perceived relationship with the company was high.  They were more than likely to tolerate up to 9 emails a month.  This did not necessarily mean the emails would be opened, but they would not get annoyed that they were receiving them.  If the perceived relationship with the company was lower, the tolerance or receiving emails was significantly lower.

On to more breakout sessions here at the Summit, more to come!!!

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Posted by MindComet on Feb. 26, 2008