Preference Management

David Daniels | November 30, 2007, 12:12 PM

My latest piece of research, "The Banality of Churn" focuses on the marketer's lack of discipline in reacting to subscriber behavior and the often lackluster approach to much needed reactivation tactics. The ability to allow a subscriber to manage their preferences, such as changing their email address is a simple remedy to slowing churn.

However, most marketers don't employ this tactic, which my friend Bill McCloskey rightly is frustrated by. His, dare I say rant?, this week points out all that is missing in the un/subscribe tactics of some of the largest senders. My assumption is that there would be fewer spam complaints against legitimate senders if those senders did a better job of empowering the subscriber to manage their preferences.