Getting Customers to Opt Out of Opting Out

1. Give subscribers an alternative to opting out. According to the study, “only 66 percent of retailers use their opt-out processes to engage subscribers in order to try to address the issue causing them to want to opt out — and few do more than a superficial job of it,” White says.

“According to JupiterResearch, the two main reasons that people unsubscribe is that the content is no longer relevant, and they receive e-mails too frequently,” he explains. “A number of retailers tried to address these motivations and retain these subscribers by allowing subscribers to change their newsletter topic preferences and allowing them to elect to receive e-mails less frequently — with 27 percent offering the former and 16 percent the latter during their opt-out processes.”