An Example of Why You Need a Preference Center
Jun 11 2008
What better way to illustrate the importance of a email subscriber preference center than through real world examples, right?
After blowing past 1100 work emails last week, I decided it was time to move some newsletters off my work address, and over to a personal address. I imagine a lot of people have this need as well everyday.
So,the first two newsletters I tired this gave me wildly different results.
Email Preference Center - One & Only Resorts
One & Only is giving me one and only one choice here, to unsubscribe. So I removed myself from the list, but didn’t want to go signup again at that moment. Maybe I will again. Maybe I will won’t.
Email Preference Center - TED
TED (Technology, Entertainment, Design) has the email subscriber preferences that you want. The 2 features that really rock here are the ability to tell why you unsubscribed and the ability to change your email address. I added my new address and went on with my day.
If your Email Service Provider doesn’t allow you to provide these options, you may be losing subscribers who didn’t want to leave but are forced to.
Published in Getting Better at Email Marketing, Missed Opportunites on Wednesday, June 11th, 2008
Tags: preference center, preferences, unsubscribing, updating
June 18th, 2008 at 11:03 am
Alex -
Nice write up. Hoping the “reason” in your last example is not required. I wonder how the new CAN-SPAM rules play into that piece…if at all.
dj at bronto
(Go Blue)