Marketers fail to manage opt-out requests

A substantial list of opt-in email addresses is a key element to a successful email marketing campaign. Nearly half of marketers, 45 percent, feel that marketing to an in-house email list is the best online advertising method.

However, many marketers are finding it hard to stem the tide of opt-outs and replace them with new email addresses. Silverpop’s List Growth Survey found that 39 percent of 300 marketers surveyed thought list turnover, or churn, was the number one challenge they faced.

But still, many marketers fail to maintain or manage a customer once they have begun the opt-out process. To minimize opt-outs Silverpop advises the following best practices:

• Add opt-in requests to all pages on your Web site.
• Simplify registration forms.
• Provide a link to your privacy policy.
• Show examples of emails the recipient is likely to receive.
• Add a preference center to allow users to register for the content they want at the frequency they prefer.

Tags: churn, email marketing, list management, opt-out