Oct 22 2007
How to destroy your brand with email marketing
I don’t use the spam filter on my email program because I like to monitor best practices in email campaign planning, design and content. Why am I seeing that on any given day, as many as 40% of these emails have dead opt-out links? These emails are not from spammers, they are opt-ins from recognizable and sometimes major brands!
I know that this is not intentional, I suspect that it arises from a lack of discipline during testing procedures. If you’ve seen a sharp decrease in your opt-outs, I can guarantee that it is from a glitch in your opt-out system and not a result of your wonderful offers and outstanding creative.
If you want to assure that a prospect or customer will despise your brand, a dead opt-out is a very efficient method to get this accomplished.
