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
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