Email Marketing News
Marketers 'should pay attention to email opt-outs'
Wednesday, 1 October 2008Email marketers would do well to look at how people opt out of their mailing lists as this could impact on the performance of future campaigns, it has been claimed.
Writing in a column for ITWales, Pure managing director Stuart Hobbs explained that there are two main ways of opting out of an email marketing list: clicking on a link in the email and marking messages from a particular company as junk.
He said that while the first method is straightforward, the second could potentially cause harm to the company's reputation and therefore its marketing activities.
Users who mark messages as spam will be automatically opted out, while the data will be sent to a database that assesses the reputation of the sender.
"These databases are often used by automatic spam filters to determine the reputation of the source of a mass email. The more junk indications, the more it affects the success of your mass email marketing campaign," Mr Hobbs warned.
He advised making unsubscribe links more prominent in messages to avoid this scenario.
According to Ben Ardito of e-Dialog, it is useful to think of unsubscribes as an opportunity to improve campaigns rather than as a setback, Multichannel Merchant reports.