Survey
E-Mail opt-outs
can be opportunity to engage: EEC
Only 66% of retailers use the e-mail opt-out process
to engage subscribers in other options, according to
the Email Experience Council's first annual Retail
Email Unsubscribe Benchmark Study.
The study looked at trends in the opt-out process
itself — including alternatives to opting out,
opt-out methods and friction in the unsubscribe
process — to examine the honoring of opt-out
requests, including CAN-SPAM compliance. It found
that 16% of retailers give those trying to opt-out
an opportunity to reduce the frequency at which they
receive e-mails and 17% of retailers solicit
feedback from those that opt out.
According to the EEC, one of the most important
benchmarks for an unsubscribe process should be the
single click of the “report spam” button. But
according to the study, only 9% of major online
retailers employ a one-click unsubscribe process,
while another 35% are set up to but don't.
In recent years, many consumers have used the spam
button to unsubscribe from e-mail that they no
longer want in response to opt-outs not working. To
combat this, the industry is making sure that
unsubscribe e-mails are respected.
More than 86% of retailers honored opt-outs within
three days, with most of them effective immediately.
Another 4% honored opt-outs within seven days, and
3% more within 14 days. Only 1% took more than the
CAN-SPAM-sanctioned 14 days to honor unsubscribes,
and another 3% of retailers had their opt-out
processes fail.
Despite the fact that a consumer is opting out, it
is possible for retailers to engage the customer
with other options, yet not many retailers are doing
this. The study found that 73% of retailers sent no
more e-mails after receiving an opt-out request.
---Source: Reported by Dianna
Dilworth of DM News, Jan. 28 2008 issue
www.dmnews.com.
|
|
|
Melissa Data
|
 |
| Enhance your
website, software or database with
easy-to-integrate data quality programming tools
and web services. |
|
|
|
|
 |
|
Save money on postage using leading
mail preparation software and other
direct marketing products. |
|
|
|
|
 |
Update & standardize addresses and
find out more about contacts in your
database.
|
|
|
|
|
 |
Find new customers perfect for your
business with our online and
specialty mailing lists.
|
|
|
|
|
 |
Locate the business information you
need such as ZIP Codes, address
verification, maps.
|
|
|
|
|
