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HubSpot – How Opting People OUT Can Actually Improve Your Email Marketing


HubSpot – How Opting People OUT Can Actually Improve Your Email Marketing


How Opting People OUT Can Actually Improve Your Email Marketing

By: HubSpot

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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