Can an opt-out plan increase your profile?

To comply with email best practices and CAN-SPAM legislation, email marketers must have an opt-out policy. But, is there more than you can do than send a simple "You've Been Unsubscribed" message? Of course there is, but there are rules to optimizing opt-out messages just like there are rules for regular email campaigns.

by Kristina Knight

A recent report from Return Path noted a program from Harrington Catalogs which sends customers opting out of email lists an optimized version. This version includes links back to the website, gives re-joining information while still confirming that consumers have been unsubscribed.

Although this email program is a good example of how marketers can get more from an opt-out, there is still more that could be done to build loyalty and brand recognition.

First, give consumers options other than simply opting out. Go ahead and remove from the list, but at the same time, let them know that they can subscribe for a different number of emails or for different email programs. For example, their subscription could be changed from content based to offer based. By giving them more than a simple "no email" choice, consumers are more likely to stick around. That, in turn, will build your reputation while at the same time, possibly building consumer interest in the brand.

Second, even the opt-out confirmation should include an offer. A simple "thank you for being a member" followed by an exit offer - a discounted product or even a free offer - is a good way to build loyalty.

Third, layout. Of course, the opt-out message should be front and center. Include their options in the middle and the offer as the ending thanks.