Email opt-in and opt-out processes ''improving but not exceptional''

Opt-in and opt-out processes in email marketing are improving, but they are yet to reach "exceptional" levels.

That is the conclusion of a new survey from eROI, entitled The Cradle and The Grave, which revealed that confirmed opt-in methods are used by almost 31 percent of email marketers.

This method allows the subscriber to be verified, as it involves the sending of a confirmation e-mail including an activation web link.

Commenting on this figure, eROI said: "This number has grown quite a bit over the years, but is still well below where the industry should be. Confirmed opt-in helps ensure quality of the email list by requiring an action by the user to begin receiving emails."

It was also revealed that 90 per cent of email marketers do not follow up with subscribers after they have opted-out.

eROI asserted that this left a "huge opportunity for additional channel communication".

"Just because they don´t want to receive email does not necessarily mean that they don´t want to hear from you in the future through a different channel," it added.

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