UnsubCentral Now Offers Choices Beyond Opt-Out For Email Recipients
Summary
The Austin, Texas-based company cited a report from marketing research firm Smart Insights that 27 percent of email recipients opt out from receiving more brand communications. But if a brand uses multiple ESPs and multiple email lists, coordinating which recipients have opted out, switched addresses or communicated other changes — including those in both the brand’s customer relationship management system and in outside lists acquired specifically for campaigns — becomes more logistically challenging. Todd Boullion, VP and general manager of both companies, told me that a typical use case for UnsubCentral might include two brands — say, ToysRUs and Huggies — conducting a joint email campaign that is intended to reach each other’s customers. During beta testing, UnsubCentral found that about three-quarters of customers who employed the Preference Center changed their options so that they remained on the list in some capacity. Boullion noted that UnsubCentral only sees the ones who come to make changes, not the entire lists handled by the various ESPs.
Classifications
AskAI Classifications
LabelsLinked Companies
