The marketing opportunities in the unsubscribe process

[mandy]

Just because a consumer unsubscribes from your e-mails, that doesn’t mean she doesn’t want to hear from you again. Properly designed, the unsubscribe process can help extend the relationship with that consumer...

“An unsubscribe isn’t always about saying goodbye,” Pollard explains. “Maybe the subscriber’s needs or interests change, or he wants to update an address, or hear from you more or less often. This is where profile pages can help you reduce unsubscribes and give users a more valuable experience.”

Only 25% of the marketers surveyed allow recipients to unsubscribe by going to a profile page that does not require a password to log in. That’s the method Pollard recommends, because it allows a consumer to change profile information while remaining on the list...

full article: http://www.internetretailer.com/dailyNews.asp?id=24866