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Obama’s Path to Subscriber Recovery

Last week, I taught my third Email Marketing 101 course for an Internet Marketing class at Weber State University. One of the key points I bring up to these students during my lecture is this:

If you’re going to lose a subscriber, it’s better that they unsubscribe rather than mark your email as spam. You’re going to lose them anyway, so don’t shoot yourself in the foot by making it hard to unsubscribe.

This doesn’t mean that you can’t use your unsubscribe page as a method of subscriber recovery. Take a look at their unsubscribe page:

ObamaUnsubPage

Here’s why I like this unsubscribe page:

  • It “admits” that they send a lot of emails. And they do send a lot of emails.
  • It offers reasons why subscribers should stay active on the list.
  • It maintains the personality of the brand.
  • It offers the option to “opt down” or opt out.

Say what you want about the politics here. I think this subscriber recovery effort could be very effective.

What do you think?

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existing reviews (7)

  • Alessandra February 20, 2013 11:50 am

    Great example! I love the honest approach. Making our unsubscribe process more fun in order to help keep more of our subscribers is definitely on the to-do list.

    # · Reply
    • Scott Cohen February 20, 2013 1:06 pm

      Alessandra: This concept could work really well for a brand like JibJab as well. That might be the most important aspect of this approach is that it’s “in brand.”

      # · Reply
  • Rory Carlyle February 20, 2013 3:19 pm

    I think it comes down to perception of value. Too many companies treat lists like data and not like people. Which is fine in some cases, but email is to tightly tied to “personal” information as well as emotions. Developing copy and imagery that bolsters a users emotions with a feeling of “they value me” goes a long way in retention strategy.

    Subscription centers are the opposite of this. They put all the responsibility on the consumer to manage the frequency of their email streams when they more-than-likely have too much to-do already. This is a great example of shared ownership and marketing transparency. There’s a reason for all the mail and there’s a way both parties potentially benefit with a send reduction. Rather than a screen full of buttons and radio boxes that say nothing to the consumer, but we don’t care about you.

    Simple: Great service keeps relationships healthy.

    Nice example Scott.
    Rory Carlyle recently posted..Harvard Reviews Smart Phone Usage – Misses Email?My Profile

    # · Reply
    • Scott Cohen February 20, 2013 5:12 pm

      Rory: Awesome point about shared ownership and marketing transparency. It’s all about providing value and allowing the subscribers to share in that value.
      Scott Cohen recently posted..Obama’s Path to Subscriber RecoveryMy Profile

      # · Reply
  • Mandi Hudson February 23, 2013 12:24 pm

    Ha! That is awesome, it would make me feel a wee bit guilty about unsubscribing and convince me to just ask for less emails. With video even!

    We need something like this… 🙂
    Mandi Hudson recently posted..Comment on Why You Should Piss Off a Few Good SEO’s by Tweets that mention Why You Should Piss Off a Few SEO’s | Online Advertising Geek | Online Advertising Geek — Topsy.comMy Profile

    # · Reply
    • Scott Cohen February 25, 2013 9:57 am

      Mandi: If we had a video that would fit, we could potentially put up something of this sort. It’s a great fit for “fun” brands out there, for sure.
      Scott Cohen recently posted..Obama’s Path to Subscriber RecoveryMy Profile

      # · Reply
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