Email marketing execs fail to offer social media alternative
Monday 31st January 2011
Email marketing professionals are failing to offer customers a chance to engage with a business via social media when they seek to unsubscribe from an email list, new research shows.
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A study by Return Path found that only one out of 47 brands that enable customers to opt-out of emails offer alternative communication channels, such as social media, RSS, traditional post or SMS, as part of the unsubscribe process.
The study revealed that none of the surveyed brands offered unsubscribing customers the option of receiving company information through social media sites such as Facebook, Twitter or LinkedIn.
It was found that the one company that did offer alternative communication channels only enabled customers access to RSS feeds and widgets linking to Google and Yahoo!.
Margaret Farmakis, senior director of professional services at Return Path, said: “Email marketers shouldn’t view unsubscribing customers as being uninterested in their brand; rather they should see it as a new opportunity to communicate with them in a different way.”
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