Blogs

Earlier today I was talking with a co-worker (Sean Wirt) and we were discussing how he was changing a large number of emails from one account to another. In doing so he realized that very few marketers give their users an easy way to change their preferences. While preference centers have become more and more popular, they are not always easy to access directly from email campaigns.

As we continued to talk more and more we started to wonder, why is it that we make it so easy for someone to unsubscribe from email messages, but we make it difficult for our users that want to stay but simply change something as easy as their email address? For most of the email campaigns that I am subscribed to I either have to click on something in the email that will take me to the offer, locate the sign in link, sign in to my account and make the changes. The other option I have is that I could simply unsubscribe and then go back to the website and subscribe again with the new email address.

So why don’t we make things easier on our customers? By now just about everyone knows to look at the bottom of every message for the unsubscribe link, why not put another link to change personal settings or something along those lines?

I would be interested to hear if any companies have tried this in the past and know what the results were.