Offering a choice in email frequency
Can’t tell you how many times I’ve signed up for email notifications from some company I’ve dealt with, only to find myself inundated with messages so that within a few weeks, having read only one or two of them, if that many, I have to go back to the Web site and unsubscribe. I unsubscribe a lot. Just about as much as I subscribe.
The other day my wife reported that she had signed up for the Neiman Marcus email notification of sales, and found the same thing. But when she went back to unsubscribe, in order to un-clutter her in-box, she was offered a very clear choice. The message at the unsubscribe landing page was:
Too many emails? Click here for just once a week…
Which is exactly what she decided to choose - once a week emails.
Now that seems to me to be a very good program for a lot of companies to emulate, but unfortunately most firms don't have once-a-week email options. Most firms only have on-off switches for their email marketing programs, which amounts to either avalanche or zero.
