Unsubscribe Alternatives Best Practices
 

Unsubscribe Alternatives Best Practices

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Unsubscribe alternatives and best practices: Optimizing your unsubscribe process to provide alternatives to unsubscribing is a key component of minimizing list churn....

Unsubscribe alternatives and best practices: Optimizing your unsubscribe process to provide alternatives to unsubscribing is a key component of minimizing list churn.
This presentation looks at:
Why people unsubscribe
Provides an unsubscribe process checklist
Best practices
CAN-SPAM Act update
Bad examples
Good examples

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  • Unsubscribe alternatives and best practices: Optimizing your unsubscribe process to provide alternatives to unsubscribing is a key component of minimizing list churn. This Webinar looks at: Why people unsubscribe Provides an unsubscribe process checklist Best practices CAN-SPAM Act update Bad examples Good examples

Unsubscribe Alternatives Best Practices Unsubscribe Alternatives Best Practices Presentation Transcript

  • Why Unsubscribe Doesn’t Have to Mean Goodbye - Unsubscribe Alternatives and Best Practices May 15, 2008 Loren McDonald VP, Industry Relations
  • Agenda
    • Why People Unsubscribe
    • Unsubscribe Process Checklist
    • Best (and not so good) Practices
    • Q & A
  • 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
  • Why Recipients Unsubscribe
    • Too Frequent
    • Irrelevant Content/Offers
  • So What are the Alternatives? Other Emails Channel Profile/ Preferences Change Email Format Frequency Alternatives
  • Best Practices Checklist
  • 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)
  • 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
  • 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
  • Best (and a few not so) Practices From Unsubscribe Link…to Thanks
  • 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
  • Email Unsubscribe – Location and Language
  • Spam Button Has Prime Real Estate
  • 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
  • Make the Unsubscribe Link Obvious
    • Red text means hyperlink
    • Unsub feels secondary
  • Mr. Magoo Might Opt for the Spam Button
    • Font ratio is out of proportion with rest of the email
    - Tiny, tiny and buried
  • Be Careful of Euphemisms Where’s the unsubscribe link?
  • Options Within the Email
  • RSS, Catalog, Preferences…+ Unsubscribe
  • Brand the Unsubscribe Page
  • Not a Good Experience
  • Paul Frederick
  • Mailing List/Newsletter Alternatives
  • Choice of Specific Email or All Little known fact – CAN-SPAM Requirement
  • Note on Transactional Messages
  • Opt-Out Time Frame – Manage Expectations
  • Note Timing to Minimize Spam Complaints
  • Frequency Alternatives
  • Clear & Simple + Flexibility for Sender
    • Frequency caps can impact:
    • Trigger- and behavior-based emails
    • Surveys
    • Specials
  • Neiman Marcus
  • Alternate Formats
  • HTML or Text
    • Text may be preferred by:
    • Mobile users
    • Certain demographics
  • Update Preferences & Change Address
  • Old Navy – Demographic Preferences
  • Crutchfield – Product Type + Location
  • Passwords Required – FTC Prohibits
    • 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
  • FTC Ruling: Passwords Have to Go
    • CAN-SPAM Ruling now prohibits passwords
    • Separate newsletter subscriptions
    • from membership/account emails
  • Thanks/Unsubscribe Confirmation
  • Saying goodbye doesn’t have to be ugly
  • Golfsmith – Branded and Helpful
    • Names specific list
    • Link to preferences
    Web site wrapper
  • Alternate Channels
  • RSS & Catalog Options
  • Feedback – Why Are They Saying Adios?
  • Simple Comments Box
  • Uno – Drop-Down Menu; Staples – List
  • Bringing it All Together “ Best of Show”
  • Staples – Really Good, But Not Perfect
    • Missing:
    • Frequency Option
    • RSS or catalog option
    • Contact info.
  • And in the end… Make it easy… But help ‘em stay in the relationship.
  • 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