HOTELMARKETING.COM

Opt-in email best practices

May 06, 2008 | Internet Marketing

Over time, a portion of your email list will become unengaged - which has several negative effects. Re-opt-in campaigns are useful for cleaning old or unengaged subscribers off your list by confirming which subscribers want to continue receiving marketing emails.

The idea of sending an opt-in (or “re-opt-in”) campaign to subscribers to verify email permission is not new, but interest in these campaigns is increasing. Over time, a portion of your email list will become unengaged — which has several negative effects. Unengaged subscribers result in lower response rates and wasted marketing dollars. Re-opt-in campaigns are useful for cleaning old or unengaged subscribers off your list by confirming which subscribers want to continue receiving marketing emails. This results in a healthier list and increased return on investment.

MediaPost worked with email marketing companies on these types of campaigns, helping to conduct tests on different tactics to define some clear best practices. The results are shared in this article.

Get the full story at MediaPost

Visit our sponsors: