Successful marketing is about listening. And one of the best ways to show your contacts that you’re listening, remind them that you care about their preferences and build customer loyalty is by offering them choices for how you communicate with them.
Yet despite the fact that not everyone who clicks the unsubscribe link in an email actually wants to end the relationship with your company, Silverpop research over the years has repeatedly shown that only about one-third of companies offer subscribers options when they click on an unsubscribe link.
I’ve written a lot about opt-out best practices—making it quick and easy for customers and prospects who really do want to leave your list, but also making it clear that they can do something besides opt out. That’s why I’m so excited about a new Silverpop feature called “Snooze,” which enables companies to let contacts take a temporary break from their emails instead of opting out completely.
It’s the perfect feature for those times when your contacts don't want to end their relationship permanently, but feel that now just isn’t the right time for ongoing email messaging. For example, someone who recently returned from a cruise may simply want to pause, rather than unsubscribe, a cruise operator's emails for six months when they will start planning next year's vacation. With Snooze, you can save the relationship, minimizing costly list churn and boosting ROI.
In a nutshell, the feature works like this: Silverpop Engage users select the Snooze option in our drag-and-drop form builder or via the API, and Engage automatically takes care of making sure contacts that are currently snoozed don’t receive email, as well as getting them back into the program when their snooze duration has expired.
Snooze enables companies to give customers and prospects newfound power in choosing how they’re communicated with, while businesses retain contacts they might have otherwise lost during a lull in customer buying cycles. Snoozing and losing may have been associated in the past, but with Silverpop Engage, Snooze is a win-win for companies and customers alike.