unsubscribe alternatives best practices
DESCRIPTION
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 examplesTRANSCRIPT
Why Unsubscribe Doesn’t Have to Mean Goodbye- Unsubscribe Alternatives and Best Practices
May 15, 2008Loren McDonaldVP, 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 complaintsISP blocking
• Annoyed customers/subscribers• Weakened brand reputation
Why Recipients Unsubscribe
-Too Frequent- Irrelevant
Content/Offers
So What are the Alternatives?
OtherEmails
Channel
Profile/Preferences
ChangeEmail
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) PracticesFrom 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
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Contact: Loren McDonald
www.silverpop.com