Does Amazon know why I opted out?
Posted by Dominic Yeadon 14 Jan 2010
This week's Masterclass is all about how Amazon.co.uk handles opt-outs. I use today's example from Amazon because it somehow missed the point. (All e-mail marketers get  opt-outs, around 0.2 to 0.3% is an average opt out rate.)
My story: I have an old Amazon account registered to an old e-mail that I am retiring from active service.
When I got this morning's e-mail from Amazon I opted out. I don't want any more e-mail sent to that address - I have another separate Amazon account that I use.
I actually read their next e-mail. I got the usual e-mail from Amazon confirming my opt-out in a really polished way. Look at their e-mail to me here.
 It says I have 'changed my communication preferences' - perhaps they can't bring themselves to say the word 'unsubscribed'. (A bit like getting fired 'changes your work preferences' maybe?) Face it Amazon - I opted out.
Then the e-mail tries to tempt me back in with a breakdown of what I am now missing - legal, products, surveys, partners and offers.
OK, I see what the marketing guys at Amazon are doing. Very laudable, but not appropriate to my needs. Maybe they should have asked me WHY I was opting out?  The answer is actually good news for Amazon - I will still shop on my newer account, and therefore in fact their open, click and buy rates go up by removing my old e-mail from their lists. They can stop trying to tempt me back and worrying that I resist their futile efforts and make their stats plunge. I love Amazon and they will continue to see my credit card.
 Come on Amazon - just ask me WHY I OPTED OUT and then send me something more appropriate. Takeaway = find out WHY your e-newsletter readers opt out. Then tailor your goodbye e-mail accordingly. There is a reason behind every click (especially opt-outs) and it is your duty to understand those reasons. Not all opt-outs are bad news.
|
