Turn Opt-Outs Into Raving Fans

by | Marketing on Social Media

Social Media Marketing

 

We use so many methods of communication these days from phones to Facebook, texting to tweeting, and email to snail mail; it’s difficult for any business to get their message in front of their audience.  There has been, and still is, power in building an email list to send out messages to current and potential customers, however once that person has opted-out of your list your communication with them is over.  But what if they were still interested in getting your messages, they just did not want their email box cluttered or they don’t prefer communication through email and would rather follow you on Twitter or Facebook?

 

A recent study by Return Path found that a very small portion of top UK companies were not offering their email opt-outs any other option for continuing to receive information from the company.

 

“The research carried out by Return Path, the world’s leading email certification and reputation management company, examined the unsubscribe practices of major UK brands across a range of sectors – including retailers, travel companies and social networks. The study tracked the steps an email subscriber has to go through to stop receiving emails from a brand and assessed how well companies responded to their request.

 

The study found none of the surveyed brands offered unsubscribing customers the option of receiving company information through social media sites such as Facebook, Twitter or LinkedIn. The one company that did offer alternative communication channels only enabled customers access to RSS feeds and widgets linking to Google and Yahoo!.

 

Margaret Farmakis, Senior Director of Professional Services at Return Path, said: “Email marketers shouldn’t view unsubscribing customers as being uninterested in their brand; rather they should see it as a new opportunity to communicate with them in a different way. There’s still the potential of brands retaining consumers by offering alternative communication channels upon a customer’s unsubscribe request.”

 

Return Path. “News Release: Top UK brands don’t offer social media alternative on email unsubscribe.” Return Path.  http://www.returnpath.net/blog/intheknow/2011/01/news-release-top-uk-brands-dont-offer-social-media-alternative-on-email-unsubscribe/ January 25, 2011 (accessed January 31, 2011).
When marketing, we must respect the consumer’s request to remove themselves from our email list, however consider using this as an opportunity to  open the doors of communication with them through social media platforms.

 

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