Why don’t companies ask the right email opt in and out questions? 

There is a national store I shop at, and I regularly read their emails.  Suddenly they are marketing a new children’s line –that I am not interested in–and they started sending several emails daily about this. 

When I tried to opt out of the messages for the new line, the only opt out available was to opt out of all their emails. So I did. 

How you design your email permission options on your registration or purchase forms seem like a mundane task. But, it is critically important to how and whom you market to.  Here are a few reasons why:

• AI-generated and dynamic content are growing dramatically. They are easier to design, when you know what your customers want.
• Controlling email frequency allows people to get information when they want, without the email deluge that can cause people to opt out.
• Privacy regulations– by state and country—are increasing, and tightening how company should be using customer data.
• Email deliverability requirements from major email hosting platforms are changing
• Cyber security risks can increase when mass emails are sent.  Targeting also helps to avoid spam complaints.

When you make it easy for customers to select what types of messages they receive, you can keep them happy and engaged and hopefully build longer relationships.

The journey continues. Cindy