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.
Read that again.
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.