The Email Experience Council recently released a whitepaper-The Cradle and The Grave: Opt-In, Opt-Out and Feedback Loops-that shows that 90 percent of all e-mail marketers do not follow up with people who unsubscribe from their e-mail list. Woops!
This is a huge missed opportunity. Anyone with an e-mail list should connect with customers who leave to determine why and to learn how to minimize these lost connections.
If you have a list (which should allow people to opt-in and opt-out) be sure to connect with the folks who opt out. This can be as simple as a quick question during the opt out process. Use the data to gain greater insight into your customers and their needs, and to make your e-mail marketing strategies even more effective.
1 response so far ↓
Jill Kurtz // May 4, 2008 at 2:16 pm
The Center for Media Research just issused a research brief that provides another good overview of this study and findings: E-mail Management Lacking, posted April 29, http://blogs.mediapost.com/research_brief/?p=1693
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