What are you actually unsubscribing from when you opt-out?
I received an email from Allposters.com yesterday. It came through at the wrong time as I was taking a few minutes to clean out my inbox. I bought a few frames from them several months ago but am no longer in the market for their merchandise, so I clicked the unsubscribe button. It took me to a preference center:
I love the opt-down approach. I can choose to remain on the list and receive emails once per week, every other week, once a month, or I can keep my current frequency. I can also choose just to receive activity-based notifications - such as shopping cart abandonment messages. I’m assuming other transactional messages, like order and shipping confirmations, are included in that option, too. Or, I can unsubscribe completely.
And that got me thinking. When shoppers unsubscribe from your list, what types of emails can you still send them, if anything? Do they understand that clicking unsubscribe only removes them from marketing messages, but not transactional? Or, are they telling you that they never want to receive another message, even if it’s related to a purchase?
The strict CASL regulations make marketers spell it out for customers so they know exactly what to expect. And, in this case, it is helpful for consumers.