You might already be familiar with the opt-down. Managed through a preference center, this best-practice allows a subscriber who might completely remove himself from your email communications to reduce frequency and/or refine the content he sees. Though his marketing preferences are at a reduced or restricted level, it doesn’t force him out of the subscription pool altogether. While this has intuitive value, a brand marketer recently quantified for me how important it is to support opting-down.

THE PROOF IS IN THE DATA

Take a couple guesses on this statistic: Among those who are taking an action to minimize brand interactions, how many are opting-down vs. opting-out entirely?

In other words, if a subscriber uses the preference center, how likely is he to remain a subscriber?

I would have guessed something no higher than 30%. It depends on the brand, of course, the brand’s relationship with its subscribers, the value of the messaging, and so on.

The number, in fact, is staggering.

60%

Read that again.

60%!

More than half of the folks this marketer would have otherwise lost remain in his brand’s subscription pool.

I didn’t ask about the resources they dedicated to implementing the preference center – I’m sure it was considerable. But with a 60% “recapture” rate, the dollar-for-dollar ROI is certainly tracking positively.

Something to consider as you are planning for 2014 and beyond.

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