Comments on: A Case Study In Bad Email Strategy http://www.omstrategy.com/112/a-case-study-in-bad-email-strategy Improve Your Online Marketing Wed, 20 Aug 2008 11:35:18 +0000 http://wordpress.org/?v=2.0.4 by: Ted Goas http://www.omstrategy.com/112/a-case-study-in-bad-email-strategy#comment-110 Tue, 23 Oct 2007 18:49:56 +0000 http://www.omstrategy.com/112/a-case-study-in-bad-email-strategy#comment-110 Great points about the potential impact of a poorly design unsubscribe process. By law (<a href="http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm" title="CAN-SPAM" rel="nofollow">we have CAN-SPAM in the states</a>), email marketers must always provide its users the option to unsubscribe from a newsletter. As with you, other HMV customers might become frustrated enough to form negative opinions of the company as a whole. However, if customer <em>don't</em> follow through with unsubsribe requests, HMV still has good numbers to report when it comes to subscriber list size (and possibly open / click through rates). Maybe numbers drive HMV's email marketing strategy. Or maybe their unsubscribe process just not a priority to update. Worse yet, maybe HMV doesn't even realize a percentage of the mailing list is frustrated with their email practices! Whatever the case is with HMV, I side with you on this one Daniel. Happy customers and profitable customers are often one in the same. Great points about the potential impact of a poorly design unsubscribe process. By law (we have CAN-SPAM in the states), email marketers must always provide its users the option to unsubscribe from a newsletter. As with you, other HMV customers might become frustrated enough to form negative opinions of the company as a whole. However, if customer don’t follow through with unsubsribe requests, HMV still has good numbers to report when it comes to subscriber list size (and possibly open / click through rates). Maybe numbers drive HMV’s email marketing strategy. Or maybe their unsubscribe process just not a priority to update. Worse yet, maybe HMV doesn’t even realize a percentage of the mailing list is frustrated with their email practices!

Whatever the case is with HMV, I side with you on this one Daniel. Happy customers and profitable customers are often one in the same.

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