People subscribe to receive e-mail communications that are relevant and useful to them in their day-to-day jobs, but when those messages stack up in the in-box for whatever reason, the recipients donâ€™t reap the benefits of those communications. And what do they do with all of those messages? They sort by â€śfrom name,â€ť highlight and delete.
And depending on the volume, they may potentially be annoyed with the organization that sent the e-mail, which could be detrimental to future interaction.
The U.S. Postal Service will hold mail, why canâ€™t marketers?
Provide an option on your unsubscribe page, or host the option separately, allowing your recipients to temporarily pause or suspend delivery of your e-mail communications over a specified period of time. You may even choose to send an e-mail to the recipient on their return date with an archived list of messages missed while they were away, with links to the articles allowing your recipient to catch up on what they missed in their own time.
The experience would allow recipients to enter a departure and return date, giving them control over the amount of your e-mail in their in-box upon their return. This is not only good news for your recipients but also good news for your conversion rates. You have now systematically removed a nonresponder from the system, which will be positively represented in e-mail conversion rates. Kara Trivunovic is director of strategic services at Premiere Global Services, eMarketing Solutions (www.premiereglobal.com).