Why Unsubscribe Doesn’t Have to Mean Goodbye- Unsubscribe Alternatives and Best Practices

May 15, 2008Loren McDonaldVP, Industry Relations

Agenda

Why People Unsubscribe

Unsubscribe Process Checklist

Best (and not so good) Practices

Q & A

Why Goodbye is Good

Unsubscribes are a good thing….

If unsubscribing is not easy, you risk:

• Increased spam complaintsISP blocking

• Annoyed customers/subscribers• Weakened brand reputation

Why Recipients Unsubscribe

-Too Frequent- Irrelevant

Content/Offers

So What are the Alternatives?

OtherEmails

Channel

Profile/Preferences

ChangeEmail

Format

Frequency

Alternatives

Best Practices Checklist

Unsubscribe Process Best Practices

Types of Emails to Include Opt Out: All except transactional

Process Best Practices: Web-based unsubscribe One click to the unsubscribe page (CAN-SPAM requirement) Do not require a password/login (CAN-SPAM requirement) Pre-populate email address/other data on the form List types of communications currently subscribed to Thank and confirm unsubscribe or change in profile immediately

after subscriber submits info Do not send an email to confirm unsubscribe (unless using

email reply-to unsubscribe process)

Preferences/Unsubscribe Page Checklist

Obvious Must Unsubscribe

Options/Alternatives Change email address Change format (HTML, text, mobile) Alternate channels (RSS, direct mail/catalog) Update profile/preferences (snow board vs down hill skiing) Frequency (e.g. weekly, monthly, etc)

Ask why? (comments box, menu, check boxes)

Provide a link/phone number to report problems

Timing statement if not immediate unsubscribe

Measure, Analyze and Test

Monitor unsubscribes by: Domain Source/offer Demographic Creative approach

Determine of there any patterns Correlate with spam complaint rate

Test Email/Unsubscribe page creative

And regularly test to make sure the unsubscribe process works

Best (and a few not so) PracticesFrom Unsubscribe Link…to Thanks

Minimize Unsubscribes in the First Place

Manage expectations on sign-up Adequately explain the content and value proposition Explain frequency/give them a choice Show a sample Give format options Provide preference/profile options

Don’t over promise – delivery against

Don’t over mail – particularly in key business periods (holidays)

Send targeted/personalized emails

Use trigger-based emails

Don’t send emails they wouldn’t expect

Don’t be too aggressive – watch the language

Design for rendering in multiple platforms

Email Unsubscribe – Location and Language

Spam Button Has Prime Real Estate

Does Unsubscribe Link Belong at the Top?

- Preview Pane is valuable

real estate- Use for

call to action; key

info.- Use

unsub link at top if

high spam complaint

ratio

- Within preview pane- But after key info

Make the Unsubscribe Link Obvious

- Red text means

hyperlink- Unsub

feels secondary

Mr. Magoo Might Opt for the Spam Button

- Font ratio is out of proportion with rest of the email

- Tiny, tiny and buried

Be Careful of Euphemisms

Where’s the unsubscribe link?

Options Within the Email

RSS, Catalog, Preferences…+ Unsubscribe

Brand the Unsubscribe Page

Not a Good Experience

Paul Frederick

Mailing List/Newsletter Alternatives

Choice of Specific Email or All

Little known fact – CAN-SPAM Requirement

Note on Transactional Messages

Opt-Out Time Frame – Manage Expectations

Note Timing to Minimize Spam Complaints

Frequency Alternatives

Clear & Simple + Flexibility for Sender

Frequency caps can impact:-Trigger- and behavior-based emails

- Surveys- Specials

Neiman Marcus

Alternate Formats

HTML or Text

Text may be preferred by:- Mobile users

- Certain demographics

Update Preferences & Change Address

Old Navy – Demographic Preferences

Crutchfield – Product Type + Location

Passwords Required – FTC Prohibits

Notice of Proposed Rulemaking (NPRM) - May 12, 2008

(1) Defined the term “person,” to mean individual, business, assoc., partnership, etc.;

(2) Modified the definition of “sender”:• Creates a “designated sender” that becomes the agreed upon

responsible party in “multi-advertiser” emails Honors opt-out requests made by recipients Includes their physical postal mailing address

(3) Post Office boxes and private mailboxes constitute “valid physical postal addresses”

(4) Ten days remains the time a sender may take before honoring a recipient’s opt-out request – three days was being proposed

(5) Prohibits the imposition of any fee, any requirement to provide personally identifying information (beyond one’s email address), or any other obligation.

FTC CAN-SPAM Update – May 12, 2008

FTC Ruling: Passwords Have to Go

• CAN-SPAM Ruling now prohibits passwords

• Separate newsletter subscriptions

from membership/account emails

Thanks/Unsubscribe Confirmation

Saying goodbye doesn’t have to be ugly

Golfsmith – Branded and Helpful

- Names specific list- Link to preferences

Web site

wrapper

Alternate Channels

RSS & Catalog Options

Feedback – Why Are They Saying Adios?

Simple Comments Box

Uno – Drop-Down Menu; Staples – List

Bringing it All Together“Best of Show”

Staples – Really Good, But Not Perfect

Missing:- Frequency Option

- RSS or catalog option- Contact info.

And in the end…

Make it easy… But help ‘em stay in the relationship.

Q & A

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Contact: Loren McDonald

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