The document discusses best practices for managing email unsubscribes and explores the reasons why people unsubscribe from newsletters. It emphasizes that easy unsubscribe processes can prevent increased spam complaints and enhance brand reputation, while offering alternatives like communication preferences and content format options. Additionally, it outlines key points for email marketers to minimize unsubscribes, such as managing expectations and ensuring the unsubscribe link is prominently displayed.

1. Why Unsubscribe Doesn’t Have to Mean Goodbye - Unsubscribe Alternatives and Best Practices May 15, 2008 Loren McDonald VP, Industry Relations

2. Agenda Why People Unsubscribe Unsubscribe Process Checklist Best (and not so good) Practices Q & A

3. Why Goodbye is Good Unsubscribes are a good thing…. If unsubscribing is not easy, you risk: Increased spam complaints ISP blocking Annoyed customers/subscribers Weakened brand reputation

4. Why Recipients Unsubscribe Too Frequent Irrelevant Content/Offers

5. So What are the Alternatives? Other Emails Channel Profile/ Preferences Change Email Format Frequency Alternatives

6. Best Practices Checklist

7. Unsubscribe Process Best Practices Types of Emails to Include Opt Out: All except transactional Process Best Practices: Web-based unsubscribe One click to the unsubscribe page (CAN-SPAM requirement) Do not require a password/login (CAN-SPAM requirement) Pre-populate email address/other data on the form List types of communications currently subscribed to Thank and confirm unsubscribe or change in profile immediately after subscriber submits info Do not send an email to confirm unsubscribe (unless using email reply-to unsubscribe process)

8. Preferences/Unsubscribe Page Checklist Obvious Must Unsubscribe Options/Alternatives Change email address Change format (HTML, text, mobile) Alternate channels (RSS, direct mail/catalog) Update profile/preferences (snow board vs down hill skiing) Frequency (e.g. weekly, monthly, etc) Ask why? (comments box, menu, check boxes) Provide a link/phone number to report problems Timing statement if not immediate unsubscribe

9. Measure, Analyze and Test Monitor unsubscribes by: Domain Source/offer Demographic Creative approach Determine of there any patterns Correlate with spam complaint rate Test Email/Unsubscribe page creative And regularly test to make sure the unsubscribe process works

10. Best (and a few not so) Practices From Unsubscribe Link…to Thanks

11. Minimize Unsubscribes in the First Place Manage expectations on sign-up Adequately explain the content and value proposition Explain frequency/give them a choice Show a sample Give format options Provide preference/profile options Don’t over promise – delivery against Don’t over mail – particularly in key business periods (holidays) Send targeted/personalized emails Use trigger-based emails Don’t send emails they wouldn’t expect Don’t be too aggressive – watch the language Design for rendering in multiple platforms

12. Email Unsubscribe – Location and Language

13. Spam Button Has Prime Real Estate

14. Does Unsubscribe Link Belong at the Top? Preview Pane is valuable real estate Use for call to action; key info. Use unsub link at top if high spam complaint ratio Within preview pane But after key info

15. Make the Unsubscribe Link Obvious Red text means hyperlink Unsub feels secondary

16. Mr. Magoo Might Opt for the Spam Button Font ratio is out of proportion with rest of the email - Tiny, tiny and buried

17. Be Careful of Euphemisms Where’s the unsubscribe link?

18. Options Within the Email

19. RSS, Catalog, Preferences…+ Unsubscribe

20. Brand the Unsubscribe Page

21. Not a Good Experience

22. Paul Frederick

23. Mailing List/Newsletter Alternatives

24. Choice of Specific Email or All Little known fact – CAN-SPAM Requirement

25. Note on Transactional Messages

26. Opt-Out Time Frame – Manage Expectations

27. Note Timing to Minimize Spam Complaints

28. Frequency Alternatives

29. Clear & Simple + Flexibility for Sender Frequency caps can impact: Trigger- and behavior-based emails Surveys Specials

30. Neiman Marcus

31. Alternate Formats

32. HTML or Text Text may be preferred by: Mobile users Certain demographics

33. Update Preferences & Change Address

34. Old Navy – Demographic Preferences

35. Crutchfield – Product Type + Location

36. Passwords Required – FTC Prohibits

37. Notice of Proposed Rulemaking (NPRM) - May 12, 2008 (1) Defined the term “person,” to mean individual, business, assoc., partnership, etc.; (2) Modified the definition of “sender”: Creates a “designated sender” that becomes the agreed upon responsible party in “multi-advertiser” emails Honors opt-out requests made by recipients Includes their physical postal mailing address (3) Post Office boxes and private mailboxes constitute “valid physical postal addresses” (4) Ten days remains the time a sender may take before honoring a recipient’s opt-out request – three days was being proposed (5) Prohibits the imposition of any fee, any requirement to provide personally identifying information (beyond one’s email address), or any other obligation. FTC CAN-SPAM Update – May 12, 2008

38. FTC Ruling: Passwords Have to Go CAN-SPAM Ruling now prohibits passwords Separate newsletter subscriptions from membership/account emails

39. Thanks/Unsubscribe Confirmation

40. Saying goodbye doesn’t have to be ugly

41. Golfsmith – Branded and Helpful Names specific list Link to preferences Web site wrapper

42. Alternate Channels

43. RSS & Catalog Options

44. Feedback – Why Are They Saying Adios?

45. Simple Comments Box

46. Uno – Drop-Down Menu; Staples – List

47. Bringing it All Together “ Best of Show”

48. Staples – Really Good, But Not Perfect Missing: Frequency Option RSS or catalog option Contact info.

49. And in the end… Make it easy… But help ‘em stay in the relationship.

50. Q & A Follow Me Twitter @LorenMcDonald Columnist Media Post - Email Insider MarketingProfs GetToThePoint Many others… Blogs Silverpop – “Tales” http://marketing-suite.silverpop.com/loren-mcdonald.html Contact: Loren McDonald [email_address] www.silverpop.com