Unsubscribe alternatives and best practices: Optimizing your unsubscribe process to provide alternatives to unsubscribing is a key component of minimizing list churn. This presentation looks at: Why people unsubscribe Provides an unsubscribe process checklist Best practices CAN-SPAM Act update Bad examples Good examples

1. Why Unsubscribe Doesn’t Have to Mean Goodbye - Unsubscribe Alternatives and Best Practices May 15, 2008 Loren McDonald VP, Industry Relations

5. So What are the Alternatives? Other Emails Channel Profile/ Preferences Change Email Format Frequency Alternatives

6. Best Practices Checklist

10. Best (and a few not so) Practices From Unsubscribe Link…to Thanks

12. Email Unsubscribe – Location and Language

13. Spam Button Has Prime Real Estate

17. Be Careful of Euphemisms Where’s the unsubscribe link?

18. Options Within the Email

19. RSS, Catalog, Preferences…+ Unsubscribe

20. Brand the Unsubscribe Page

21. Not a Good Experience

22. Paul Frederick

23. Mailing List/Newsletter Alternatives

24. Choice of Specific Email or All Little known fact – CAN-SPAM Requirement

25. Note on Transactional Messages

26. Opt-Out Time Frame – Manage Expectations

27. Note Timing to Minimize Spam Complaints

28. Frequency Alternatives

30. Neiman Marcus

31. Alternate Formats

33. Update Preferences & Change Address

34. Old Navy – Demographic Preferences

35. Crutchfield – Product Type + Location

36. Passwords Required – FTC Prohibits

39. Thanks/Unsubscribe Confirmation

40. Saying goodbye doesn’t have to be ugly

42. Alternate Channels

43. RSS & Catalog Options

44. Feedback – Why Are They Saying Adios?

45. Simple Comments Box

46. Uno – Drop-Down Menu; Staples – List

47. Bringing it All Together “ Best of Show”

49. And in the end… Make it easy… But help ‘em stay in the relationship.