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I’m the Santa of Email Marketing

Aug 12 2008

I wanted to share with you a dialogue from last week that I had with a subscriber to our double opt in newsletter list. We had a campaign go out to subscribers that really had not engaged much with our last few months of newsletters and guide/email marketing study releases. The email chain is posted below in reverse order so that you can see the end and read down to what occurred. 

At eROI we take subscribers seriously and we respect email opt in to the nth degree. When I see people that make changes to a profile or subscription with bogus info or setting us up for a spam trap or complaint I react immediately to see why they would take this action. The below was not an unsubscribe, but an individual making a change to a mailinator.com email address as opposed to just opting out. Why would someone do this? Well read the rest of the post to find out. 

Kane: 

We take email seriously and we watch everything that happens with our subscribers. There are 1000s of subscriber, but when I see something like this, I make sure to react. 

If you do want to opt out in the future, you can simply unsubscribe. We take it seriously for ourselves and our clients. 

Dylan T. Boyd | VP Sales & Strategy

———

On Aug 7, 2008, at 1:41 PM, Kane wrote:

Wow, I’m impressed that was caught and directed to a real human being!! I typically cover my tracks rather than unsubscribe from email simply because so many (unscrupulous) companies abuse the practice.

The fact that eROI noticed this is a nice touch … and something that I’ll remember.

Would you rather I just unsubscribe you? – from me

No, you’ve convinced me. Please leave me on the list and I’ll reevaluate in another 6 months or so.

Best regards,

Kane

———-

On Thu, Aug 7, 2008 at 12:43:

Kane:

I just noticed that you are changing your email preferences to @mailinator.

Would you rather I just unsubscribe you?

———-

Why am I sharing this with you? Well I want you to think about watching you subscriber behavior or have one of your team keep your eyes on churn and profile changes. I think the above dialogue can show you the power of listening to your subscribers and to be able to catch this change in behavior and address t immediately can make a true impact to your brand and your churn. 

And why did I say that I am the Santa of email marketing? Well I am making a list of who has been naughty or nice and checking that list TWICE.


Published in Behavioral Marketing, Best Practices, Deliverability, E-Mail Delivery, ISP Relations, Spam Emails, The Spam Cops

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One Response

  1. 1
    Tim says:
    August 20th, 2008 at 2:52 pm

    Wow, that’s great. How are keeping track of such changes? Do you have an automated process that looks for specific changes. Or, is someone actually looking at the subscriber’s profile changes? In either case, very impressive!

    —–

    We have an automated process built into our email marketing platform (emailROI). But the communication that follows is all manual. I love reaching out to some of these people from time to time as it surprises them and allows them to see that unsubscribing is ok, but setting up fake email accounts is not.

    Don’t fear the unsubscribe from something you have opted in to from a trusted brand. Many brands are not watching so when you have the opportunity to dazzle and respond it goes for miles.