10 Tips To Reduce Your Email Marketing Complaint Rates
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Presented at Ad:tech 2013 for the IDM Academy, this presentation explores 10 key tips to reduce your email marketing complaint rates. Created by Shine a Light Media
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10 Tips To Reduce Your Email Marketing Complaint Rates
- 1. Stop Complaining!Stop Complaining! 6 Key tips to improve your complaint rates
- 3. Pressing junk/spam button Feedback Loops
- 4. Source: Return Path Email Intelligence Report Q3 2012
- 5. Damage sending reputation Negatively impact deliverability & inbox placement Decreasing engagement
- 6. What is a high complaint rate?What is a high complaint rate? 0.1%0.1%0.1%0.1%0.3%0.3%0.3%0.3%
- 7. Why do people complain?Why do people complain? “THEY registered to receive my emails so why are they complaining?!”
- 8. Why do people complain?Why do people complain? Source: DMA Digital Tracker May 2010
- 9. What Can I Do About Complaints?What Can I Do About Complaints?
- 10. Tip 1 – Go back to the beginningTip 1 – Go back to the beginning
- 11. Set expectations at point of sign upSet expectations at point of sign up
- 12. Disclose everything and be transparent • Who will the emails be from? • What type of emails will be received? • What will the emails contain? Set expectations at point of sign upSet expectations at point of sign up
- 13. • Let people know how often you would like to send them emails • Let them choose how often they receive your emails. Set expectations at point of sign upSet expectations at point of sign up
- 14. • Where are we sending the emails to? • Get an explicit opt in Set expectations at point of sign upSet expectations at point of sign up
- 15. • Why should they subscribe? What’s in it for them • Tell them why you are collecting certain pieces of data Set expectations at point of sign upSet expectations at point of sign up
- 16. • How will they receive your emails? • Add to address book (personal white-list) Set expectations at point of sign upSet expectations at point of sign up
- 17. Tip 2: Back up those expectationTip 2: Back up those expectation Build relationship & impart important info
- 18. Offer a preference centreOffer a preference centre • Choose between different email types & brands • Chance to ‘snooze’ your email subscription for 30/90 days • Description of each email type • Unsubscribe from all emails easily
- 19. Welcome EmailWelcome Email •Outlines the benefits of the emails •Includes a whitelisting request•Prompts for more information with the offer of a competition in return for completing a short survey •Gives other options for connecting •Welcomes & thanks new subscribers
- 20. Tip 3: Keep your list cleanTip 3: Keep your list clean
- 21. • Confirm data at point of sign up • Suppress subscribers that complain • Use an active, recent list • Ensure your data sources are reliable – backed up by your permission practices • Thoroughly and regularly audit data sources and perform quality checks
- 22. Tip 4: Identify Problem DataTip 4: Identify Problem Data Sources & Email TypesSources & Email Types
- 23. 3 key questions:3 key questions: 1.Where did people sign up? 2.How did they sign up? 3.Are the majority of the complaints coming from the same data source? Analyse for a specific sourceAnalyse for a specific source
- 24. Certain types of email that cause an increase in complaint 1.Who did you send this email to? 2.Where and how did they sign up to receive emails from you? 3.Was it relevant to them in their lifecycle, & their interests? 4.What was the content of the email?
- 25. Tip 5: Make it easier toTip 5: Make it easier to unsubscribe than to complain!unsubscribe than to complain!
- 26. • Make process clear and accessible. • Don't hide your opt-out link. • Have a working unsubscribe link • Deal with requests in a timely and proper manner.
- 27. Tip 6: Provide Value & ConsistencyTip 6: Provide Value & Consistency
- 28. Tip 6 (Part A): Provide ValueTip 6 (Part A): Provide Value • Triggered emails • Segmentation • Dynamic content • Preference centers & progressive profiling
- 29. Tip 6 (Part B): Provide ConsistencyTip 6 (Part B): Provide Consistency • Consistency in mailings NOT Repetition • Brand Recognition o From Address o Domain
- 31. Kate Barrett Director – Shine a Light Media Ltd. www.ShineaLightMedia.com kate@shinealightmedia.com 01689 897 592 / 07938 351 026 Thank You