Giving Opt-out Email Choices May Mean Keeping Customers

[mandy]

Online retailers that let e-mail subscribers change their preferences when they opt out of e-mails can keep some of those customers on their lists, according to a new study...

Providing a "preference center," which offers other e-mail lists and asks for customer feedback, gives consumers a chance to rethink opting out, explain to marketers why they opted out or subscribe to one of the retailer's other lists.

"Maybe they don't want to get the 'Juniors Clothing' e-mail anymore, but they want the 'Women's and Children' e-mail," ...

full article: http://www.dmnews.com/cgi-bin/artprevbot...e_id=36112

Retailers are passing up opportunities to lower the number of people who opt-out of e-mail marketing campaigns, a Silverpop study finds. If nothing else, retailers should learn why consumers are opting out, it says...

Some companies simply give the e-mail recipient more time to consider their decision to opt out, Silverpop says. 7% of study respondents, including Nordstrom, link the initial opt-out button to a page that asks if the recipient really wants to opt out and provides a link for opting back in...

full article: http://www.internetretailer.com/dailyNews.asp?id=18004