Getting a consumer to opt in to your e-mail programs is like the Holy Grail for e-mail marketing. Not only does it indicate an interest in a brand or product, but it's also an indicator that the person who opted in wants to have a relationship with your company.
Today, as our world becomes increasingly mobile and socially-driven, we are starting to see a decrease in the standard opt-in initiatives, both from the consumer side and the business side.
More and more consumers are opting out of marketing messages on forms; choosing not to allow a service to access their data, and requesting their information be kept private.
For businesses, more and more changes are happening to streamline opt-in permission and even funnel them through aggregator services that offer single sign-on solutions or social networks.
This means that we, as marketers, need to be aware of this now and prepare our new strategies for success.
What do we do when permission as we know it goes away?
I was recently approached with this reality on an effort we have in market at my company. We found that a very high percentage of people were choosing not to opt in to our efforts when they engaged with us through a certain channel. We had to think fast and strategically to find another way to communicate with them to drive incremental purchases. Our awesome team came up with some really out-of-the-box ideas that might also help you kick-start your efforts. These included:
Now, of course all of these efforts are bookended with an option and pleas for people to opt in to the brand itself. Our goals are still high in this area, but reality is setting in.
I encourage all of you to take a few minutes to revisit your opt-in percentages over time and ask yourself if now is the time to start testing out new waters.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
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June 5, 2013
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