What are the benefits of offering email subscribers options for reduced email frequency instead of only a complete unsubscribe?
Summary
What email marketers say11Marketer opinions
Email marketer from StackOverflow user 'User42' shares that by providing frequency options, it shows respect for subscriber's inbox and time. Subscribers appreciate having control, leading to a better perception of the brand and increased likelihood of engagement.
Email marketer from Sendinblue shares that allowing subscribers to manage their email preferences is a great way to prevent unsubscribes. Subscribers get to choose what kind of emails they want to receive from you and how often, improving their experience and your relationship.
Email marketer from HubSpot explains that offering subscribers options to adjust their subscription frequency or the types of content they receive can significantly reduce unsubscribes. By giving subscribers control, they're more likely to tailor their preferences rather than opting out entirely.
Email marketer from Email on Acid responds that offering subscriber choice builds trust. Transparency in how you handle email preferences demonstrates that you value their time and attention, increasing brand loyalty.
Email marketer from Reddit user EmailMarketingGuru responds that offering different subscription tiers or frequencies lets people stay connected without feeling overwhelmed. It's a way to keep them on your list and potentially convert them later when they're ready.
Email marketer from Email Geeks shares anecdotally that they updated their subscription to a list they liked (but not every day level) to get email once per week and it stopped them unsubscribing completely, because it was an update your preferences (frequency) option.
Email marketer from Quora user Jane Doe answers that a major benefit is avoiding complete opt-outs. Many people unsubscribe because they receive too many emails, not because they dislike the brand. Frequency options address this directly.
Email marketer from Mailjet responds that allowing your subscribers to choose what they want to receive, is key to increasing email engagement and conversion rates. By giving people the power to filter what lands in their inbox, and how often, means the emails they do receive will have a much better chance of generating meaningful interactions.
Email marketer from Email Geeks shares that you can definitely use a preference center allowing subscribers to unsubscribe OR to change their preference, like the cadence of the email, the content (for example if your brand has several newsletters) etc.
Email marketer from MarketingProfs explains that when you allow subscribers to choose the frequency and type of content, the overall engagement metrics for your email program are likely to increase. Subscribers who are actively tailoring their experience are more likely to open and click.
Email marketer from Campaign Monitor shares that offering frequency options can help with segmentation. Understanding how often subscribers want to hear from you enables more targeted and relevant email campaigns.
What the experts say1Expert opinion
Expert from Word to the Wise, Laura Atkins, explains that offering mailing list options reduces list churn. By offering options of less frequent mailings you keep the option open of still being able to contact that person again in the future.
What the documentation says4Technical articles
Documentation from IAPP (International Association of Privacy Professionals) notes that offering granular consent options (including frequency) can align with data protection regulations. Giving users control over their data demonstrates transparency and respect for privacy.
Documentation from Litmus shares that offering preference options (like frequency) contributes to better list hygiene. Subscribers who tailor their preferences remain engaged, improving sender reputation and overall email program health.
Documentation from ReturnPath explains that by providing a choice, engagement is improved across the board. This in turn boosts deliverability rates as ISPs look favourably on emails that subscribers engage with.
Documentation from the DMA (Data & Marketing Association) explains that providing options for subscribers to manage their preferences (frequency, content) helps retain customers who might otherwise unsubscribe. It allows for a continued relationship on terms more suitable to the recipient.