Retailers Can Boost E-Mail Lists, Even During Opt-Out

Share this article:
Online retailers that let e-mail subscribers change their preferences when they opt out of e-mails can keep some of those customers on their lists, according to a new study provided exclusively to DM News.


Permission e-mail marketing firm Silverpop, Atlanta, reviewed 175 major retailers including J.C. Penney, Neiman Marcus and Crate & Barrel. It found that only 12 percent gave customers the chance to change their preferences in addition to simply opting out.


Providing a "preference center," which offers other e-mail lists and asks for customer feedback, gives consumers a chance to rethink opting out, explain to marketers why they opted out or subscribe to one of the retailer's other lists.


"Maybe they don't want to get the 'Juniors Clothing' e-mail anymore, but they want the 'Women's and Children' e-mail," said Elaine O'Gorman, vice president of strategy at Silverpop. "They might be leaving your e-mail program for whatever reason, but they're your customer through multiple channels. Making it a positive experience for them could encourage them to increase their activity."


For example, L.L. Bean's opt-out program lets consumers change the frequency of e-mails they receive from the retailer.


"Providing customers control over content and frequency can address the concerns that brought recipients to the opt-out page in the first place," according to Silverpop's "Retail Phase III" study.


E-mail marketers also can survey customers about why they are opting out so they can improve campaigns in the future, Silverpop suggested. Only 3 percent of retailers asked customers why they were unsubscribing.


In positive news, Silverpop found that the majority of retailers are handling opt outs according to CAN-SPAM rules. Ninety-two percent removed e-mail addresses within the 10 business day time limit. Eleven percent offered e-mail recipients two ways to unsubscribe, while 2 percent offered three methods.


In other findings, only 20 percent of retailers offer one-click unsubscribes. Most companies -- 83 percent -- use Web-based opt outs while 17 percent use an e-mail reply opt-out program. Web-based programs are better, O'Gorman said, because marketers have more opportunity to communicate with customers and keep them on their e-mail lists.


Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.