Getting Customers to Opt Out of Opting Out

White added that unsubscribe practices should be tested monthly and after any major template changes to ensure compliance and to avoid spam complaints that hurt your deliverability.

4. Give departing subscribers a chance to interact with you via other traditional and digital channels. “Just because someone is opting out of your e-mail program doesn’t mean that they no longer wish to communicate with you or shop your brand,” White says. “They may be perfectly happy communicating via another channel like direct mail, RSS feeds, forums and social networks. However, only two retailers in our study — Dell and TigerDirect — made any mention of their other channels. That’s a missed opportunity to engage customers.”