Major Brands Fail to Honor Unsubscribes
A new study by Return Path, titled Keeping the Subscriber Experience Positive After “Unsubscribe Me” shed some light on how top companies are treating opt-outs. The study highlighted the importance of the unsubscribe process in the lifecycle of the customer experience. Ken Magill also interviewed Bonnie Malone of Return Path on the study, which can be read at the Direct Magazine […]
A new study by Return Path, titled Keeping the Subscriber Experience Positive After “Unsubscribe Me” shed some light on how top companies are treating opt-outs. The study highlighted the importance of the unsubscribe process in the lifecycle of the customer experience. Ken Magill also interviewed Bonnie Malone of Return Path on the study, which can be read at the Direct Magazine site.
Shockingly, however, the study found that as many as 20% of major brands did not immediately respect unsubscribes. When handling the opt-out process, these companies all sent more than one email after the unsubscribe, and many sent four or more messages. While many marketers think that the relationship with a consumer ends with the opt-out, sending additional messages could have a seriously negative impact on overall brand image, and may cause customers to stay away for good.
In addition, new CAN-SPAM regulations surrounding unsubscribes specifically make it illegal to require a consumer to log in in order to opt-out. While most companies provide a landing page confirming the opt out has taken place, some send a confirmation email. Sending an email to confirm an opt-out from emails is controversial and found by many consumers to be a little annoying, as they have just finished asking not to receive any more mail.
In other cases, forcing the consumer to reply with a message with something like “unsubscribe me” in the subject line is both time-consuming and bothersome. I have had to fill out one of these emails before and found it to be an unnecessary hoop to jump through as well as inconvenient. To add, I still received messages from this online clothing merchant after they forced me to mail them an unsubscribe message- and. Needless to say, I won’t be shopping on their site anymore.
Return Path recommends that companies make the unsubscribe process as simple and convenient for the consumer as possible, as well as consider it a part of their customer relationship, rather than just a technical transaction. Give departing customers the best possible brand experience and pay attention to the quality of your unsubscribe process with the same fervor as welcome messaging. The first step to improving the brand experience, is as always, reputation. Monitoring for compliance provides the necessary foundation for making the unsubscribe process a positve part of your branding strategy.
You may be interested
How SAP Hana is Driving Big Data StartupsRyan Kh - July 20, 2017
The first version of SAP Hana was released in 2010, before Hadoop and other big data extraction tools were introduced.…
Data Erasing Software vs Physical Destruction: Sustainable Way of Data DeletionManish Bhickta - July 20, 2017
Physical Data destruction techniques are efficient enough to destroy data, but they can never be considered eco-friendly. On the other…
10 Simple Rules for Creating a Good Data Management PlanGloriaKopp - July 20, 2017
Part of business planning is arranging how data will be used in the development of a project. This is why…
You must log in to post a comment.