See Andy's other stuff:

LinkedIn
RSS Feed

Follow Andy

Contact Me >>

Email: Choices = happiness

I love email marketing (when done well).  Email is the only kind of advertising that people ask for.

There are a ton of best practices that most marketers miss that will make your emails more effective.  One of my favorites:

Add choices to the unsubscribe page.

Most unsubscribe links are an all-or-nothing deal. Take our newsletter, when we send it, or get nothing at all.  This annoys the reader, and hurts the marketer.

Why not offer a choice?  Would you like to get our email less often?  Would you like a different newsletter instead?  When you do this, you keep a huge percentage of subscribers who would have walked out the door.

Here’s an example from VacationsToGo.com:

In the email: "To temporarily suspend, reduce the
frequency of, or permanently cancel, these emails, click here".

You get this page:

Vacationstogo

It’s still easy to get off the list, but I bet they keep a ton of subscribers with these options

Email to a friend:

Privacy: We won't save or reuse these emails.

Comments

  1. Craig Rentmeester's Blog October 8, 2007 at 12:08 pm #

    More Choices = Better Marketing

    Great marketing takes a lot of work. A marketer must understand how people will respond to different, controllable and uncontrollable factors at different points in a business transaction. Andy Sernovitz, author of Word of Mouth Marketing and CEO of Gas

  2. Krista Neher October 11, 2007 at 3:58 pm #

    Good post – but there can also be too much choice (the temporarily suspend option seems slightly bizzare). I mean, just getting a coffee these days involves 8 different choices….. The key is to make the choices relevant and easy :)

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again