HubSpot – How Opting People OUT Can Actually Improve Your Email Marketing
he Next Web published a great article recently calling out a company, Fab, for their pretty remarkable email opt-out campaign.
That’s right, they run an automated email opt-outcampaign.
What makes this campaign stand out from the crowd is that Fab isn’t just emailing their unengaged contacts to see if they want to change their preference settings … they’re straight up opting people out of their emails.Whoa. Bold move, guys.
This addresses a pain point we’re all familiar with: Most people are struggling with inbox overload, and email marketers are struggling to get seen amid the clutter, without harming theiremail deliverability and sender reputation. This is a pretty novel way to try to address all of those pain points through your email marketing — and dare I say I think this is quite lovable email marketing? I mean, lovable marketing is all about delighting prospects, and setting the right people up with the right content at the right time. I think — I say “think” because there might be a downside to this, but we’ll discuss that later — this campaign hits all that criteria for total and utter lovability.
Let’s talk about this campaign a little more, dissect what makes it a fantastic example of lovable email marketing, and see what we can learn from their execution here.
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