Email tool allows consumers to hit 'snooze'

Share this article:

Consumers can temporarily halt the delivery of email marketing communications with a new tool from email marketing firm Silverpop. The Snooze tool added to its Engage platform enables email recipients to cancel delivery of company communications and set the date upon which to begin receiving communications again. Consumers remain opted-in during the hiatus.

Loren McDonald, VP of industry relations at Silverpop, said that the company developed the tool as a best practice to help consumers manage the high volume of emails they receive and as an alternative to unsubscribing entirely.

“If all [email marketers in a given sector] are sending three emails a week, then on any given day you might get five emails from different companies,” he said. “Giving [consumers] the opportunity to snooze as opposed to unsubscribe will give those marketers a better opportunity to retain those people if somebody is just going through [their email subscriptions] and saying, ‘I've made my purchase in this category; for a while I'm sort of done with it.'”

The Snooze button can be found on the landing page that companies direct consumers to via an email's “unsubscribe” link.

The typical annual unsubscribe rate for Silverpop's customers is “only a couple percent, but if you're a large volume marketer, that's 2% of a couple million [subscribers],” said McDonald.

Messages sent during the hiatus will not be delivered upon its completion, but McDonald said Silverpop's clients have the option to trigger a welcome back email.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Movable Ink Joins Epsilon's Agile Email Movement

Movable Ink Joins Epsilon's Agile Email Movement

Epsilon takes a partner to peg the dynamic content delivered by Agility Harmony to live information.

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.