Email Marketing Programs Must Allow a Change of Email Address

Jul 21 2009

I am surprised every email marketing program doesn’t allow subscribers the ability to change the email address they receive campaigns at. According to Pew, ”More than half of working adults (53%) have both personal and work accounts.” (You don’t want to know how many I have). You can’t expect that the email address someone used to subscribe to your email program will never change. If you are only giving them the choice to unsubscribe, that is the choice they will make.

Here is an Example: The Email

Here Were the Choices: Preference Center

What do you think I did? If your ESP doesn’t give you the option to allow subscribers the ability to change their email address, you might want to investigate one that does.

Posted by Alex Williams at 4:28 PM

Published in Email Marketing Best Practices, Email Marketing Strategy, Missed Opportunites, Opt-In and Opt-Out

Tags: Change of Email Address, List Attrition, preference center, Subscriber Choices

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