10 tips to reduce your email marketing complaint rates

Stop Stop Complaining!Complaining!

6 Key tips to improve your complaint rates

Kate BarrettDirector

Welcome!Welcome!

www.shinealightmedia.com

kate@shinealightmedia.com

Twitter: @shinealightmedi

#STOPCOMPLAINING

Pressing junk/spam buttonFeedback Loops

Source: Return Path Email Intelligence Report Q3 2012

Damage sending reputation

Negatively impact deliverability & inbox placement

Decreasing engagement

What is a high complaint What is a high complaint rate?rate?

0.1%0.1%0.1%0.1%0.3%0.3%0.3%0.3%

Why do people complain?Why do people complain?

“THEY registered to receive my emails so why are they complaining?!”

Why do people complain?Why do people complain?

Source: DMA Digital Tracker May 2010

What Can I Do About What Can I Do About Complaints?Complaints?

Tip 1 – Go back to the Tip 1 – Go back to the beginningbeginning

Set expectations at point of sign upSet expectations at point of sign up

Disclose everything and be transparent• Who will the emails be from?• What type of emails will be received?• What will the emails contain?

Set expectations at point of sign upSet expectations at point of sign up

• Let people know how often you would like to send them emails

• Let them choose how often they receive your emails.

Set expectations at point of sign upSet expectations at point of sign up

• Where are we sending the emails to?• Get an explicit opt in

Set expectations at point of sign upSet expectations at point of sign up

• Why should they subscribe? What’s in it for them

• Tell them why you are collecting certain pieces of data

Set expectations at point of sign upSet expectations at point of sign up

• How will they receive your emails?• Add to address book (personal white-list)

Set expectations at point of sign upSet expectations at point of sign up

Tip 2: Back up those Tip 2: Back up those expectationexpectation

Build relationship & impart important info

Offer a preference centreOffer a preference centre

• Choose between different email types & brands

• Chance to ‘snooze’ your email subscription for 30/90 days

• Description of each email type

• Unsubscribe from all emails easily

Welcome EmailWelcome Email

•Outlines the benefits of the emails

•Includes a whitelisting request•Prompts for more

information with the offer of a competition in return for completing a short survey

•Gives other options for connecting

•Welcomes & thanks new subscribers

Tip 3: Keep your list cleanTip 3: Keep your list clean

• Confirm data at point of sign up

• Suppress subscribers that complain

• Use an active, recent list

• Ensure your data sources are reliable – backed up by your permission practices

• Thoroughly and regularly audit data sources and perform quality checks

Tip 4: Identify Problem Tip 4: Identify Problem Data Sources & Email Data Sources & Email TypesTypes

3 key questions:3 key questions:

1.Where did people sign up?

2.How did they sign up?

3.Are the majority of the complaints coming from the same data source?

Analyse for a specific sourceAnalyse for a specific source

Certain types of email that cause an increase in complaint

1.Who did you send this email to?

2.Where and how did they sign up to receive emails from you?

3.Was it relevant to them in their lifecycle, & their interests?

4.What was the content of the email?

Tip 5: Make it easier to Tip 5: Make it easier to unsubscribe than to unsubscribe than to complain! complain!

• Make process clear and accessible.

• Don't hide your opt-out link.

• Have a working unsubscribe link

• Deal with requests in a timely and proper manner.

Tip 6: Provide Value & Tip 6: Provide Value & ConsistencyConsistency

Tip 6 (Part A): Provide ValueTip 6 (Part A): Provide Value

• Triggered emails

• Segmentation

• Dynamic content

• Preference centers & progressive profiling

Tip 6 (Part B): Provide Tip 6 (Part B): Provide ConsistencyConsistency

• Consistency in mailings NOT Repetition

• Brand Recognition

o From Address

oDomain

Complaints Happen!Complaints Happen!

Kate Barrett

Director – Shine a Light Media Ltd.

www.ShineaLightMedia.com

kate@shinealightmedia.com

01689 897 592 / 07938 351 026

Thank You