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Seven Signs You Need to Revive Your Permissions Database

  |  August 31, 2009   |  Comments

If your e-marketing program is more than three years old, consider these stats.

If you have been running an e-mail marketing program for over three years, you need to read this column with a pen and paper nearby. Did you know:

  • Every year an average of 30 percent of the people who signed up for your e-mail marketing list will not get your e-mails because their ISP will incorrectly block them.

  • 85 percent of the people on your e-mail list will stop reading your e-mails (without unsubscribing) after the third message your company sends to them (yes, company, not just your group inside the company).

  • 25 percent of the people on your list who receive your e-mails and never open them will be among the top 10 percent of your best customers.

  • An average of 39 percent of your current year subscribers will either unsubscribe, or stop reading/engaging with your e-mails by the end of the year.

  • Over 10 percent of people who initially read your e-mail on their handheld device will file it away, intending to take action, but never doing so.

  • About 15 percent of your list will read your e-mails and look to a social network like Facebook or Twitter to see if others are buzzing about the message or offer before taking action.

  • Over 49 percent of people who are happy with their recent purchase from your company will open future e-mails seven times faster than those who have not made a purchase in over three months.

These seven statistics from the Email Experience Council are pretty powerful by themselves but together paint a very clear picture of why you need to absolutely stay on top of your messaging strategy to your consumers.

With equity in the value of your company's e-mail coming within the first three sends, you cannot afford to missend a message. One of the best ways to help proactively manage and avoid loss in e-mail response or brand loyalty is through the introduction of and use of a preference center.

Here are a few reasons why I like preference centers. Preference centers:

  • Enable customers to self-manage the types of messages they want to receive.

  • Reduce the amount of global requests to unsubscribe that you receive.

  • Act as a way to soft sell new products or services when people log in to manage them.

  • Give you a reason to reconnect with customers who seem to have "gone dark."

  • Increase the ability to you to promote multiple channels of connect like e-mail, social, and mobile.

These all help you combat consumer interest attrition and keep e-mail response high. If your e-mail program is over three years old, and you don't have a preference center, or haven't done a preference center update effort recently, I highly recommend it. The results can improve results tremendously. For more insights or details on preference center usage, feel free to shoot me an e-mail, or visit the Email Experience Council for case studies and more statistics.


Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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