Great article, Morgan [Stewart]!
A good way to allow customers/users to communicate their own email preferences at sign-up is to show samples of emails on your Web site and let them pick what
type they like to receive. (This assumes you offer a choice.) Some companies do this, but most do not.
On the other end of the equation, I have seen some good unsubscribe pages that offer
different selections of emails (by topic, cadence, etc.) to people who are bailing. That's rather shutting the barn door after the horse is halfway down Cherry Lane, but it probably salvages a few
email subscribers.
This article illustrates again that to succeed, email marketers have to think much harder about how to find out their recipients' preferences and usage patterns, and how to
leverage that information usefully.
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