12% of retailers offer well-planned opt-out programs to leave a lasting positive impression of the company and brand. Giving the customers other options, providing information to make them understand the value of continuing the association, an easy opt-out mechanism and an easy link for opting back in will be beneficial to both recipient and sender, according to Silverpop’s ‘Retail Email Marketing Study’.


12% of retailers offer well-planned opt-out programs to leave a lasting positive impression of the company and brand. Giving the customers other options, providing information to make them understand the value of continuing the association, an easy opt-out mechanism and an easy link for opting back in will be beneficial to both recipient and sender, according to Silverpop’s “Retail Email Marketing Study”.

Phase III of Silverpop’s “Retail Email Marketing Study” reviewed the email campaigns of 175 major retailers.

The study examined how marketers present opt-out choices to subscribers and how the opt-out process is managed.

The findings of the Silverpop include:

12% of the companies gave customers the chance to change their preferences in addition to simply opting-out.

“Clicking the link to unsubscribe in a National Geographic email, for example, leads recipients to a preference page allowing them to select from among 17 different options in addition to simply unsubscribing”.

7% of the companies asked one last time whether the customer truly intended to unsubscribe.

They include an easy link for opting back in.

“Such “think before you click” messages vary from Nordstrom’s simple request to reconsider opting-out to Miller Brewing Company’s reminders of the value of maintaining a relationship with the company”.

To read more about Silverpop’s “Retail Email Marketing Study”, click here.

 

 

 

 

Sharing is caring