• by Jack Loechner , Staff Writer @mp_research, April 29, 2008

Email Management Lacking

In a survey, "The Cradle & the Grave,"  of 523 e-mail marketers conducted by the e-mail marketing agency eROI, only 30 percent were found to use confirmed double, opt-in as the standard for e-mail list management. About 75% of email marketers provide only one to three ways for subscribers to opt-in, whereas about 4% have more than 10 ways for subscribers to opt-in.

The study finds that email marketers are using a Thank You Page after the opt-in, but not taking complete advantage of this area. Only 29% of email marketers reiterate the benefits of subscribing, says the study, 11% define the email frequency, 11% offer a promotion or coupon, 20% display white list instructions and 8% offer additional subscription options.

Nearly one-quarter of email marketers don't know what they currently do with abuse complaints, or how they are handled. Only about one-half of email marketers currently monitor feedback loops.

Feedback loops provide email senders with all the complaints sent to a participating email service provider and internet service providers. This feedback from email recipients provides insight into how a sender's email is being received, and helps senders make improvements to their email programs.

If an individual complains though an abuse feedback loop, 42% of email marketers automatically unsubscribe those individuals. After abuse complaints come in, 38% of email marketers send a follow up email. 19% of marketers use abuse complaints for trending purposes.

Some "High Lever Thoughts" from the study summary report:

• Email marketers are not matching up other marketing efforts. Email, search, DM, Print, Call Centers, and sales teams should be on the same page
• Email marketers are not monitoring feedback loops and complaint rates
• The thank you page, prime visitor real estate, provides many opportunities for testing
• Exit surveys are key to finding out why you have churn
• Subscribers should have access to change preferences of frequency just like they can manage a profile with your programs