The idea of sending an opt-in (or “re-opt-in”) campaign to subscribers to verify email permission is not new, but interest in these campaigns is increasing. Over time, a portion of your email list will become unengaged — which has several negative effects. Unengaged subscribers result in lower response rates and wasted marketing dollars. Re-opt-in campaigns are useful for cleaning old or unengaged subscribers off your list by confirming which subscribers want to continue receiving marketing emails. This results in a healthier list and increased return on investment.
We’ve worked with email marketing companies on these types of campaigns, helping to conduct tests on different tactics to define some clear best practices. Here are the key ones we have developed for these email messages:
1) Be clear in the subject line. Email subject lines like, “Verify your subscription continue receiving [XYZ]” or “Your subscription will end soon” tend to work well. “Goodbye” was another subject line that worked remarkably well. These campaigns tend to be targeting subscribers who have not responded in a while, so breaking the mold with concise, straightforward, or even provocative subject lines help get people to open the email.
2) Restate your value proposition. This is a simple reminder of what your email program offers. A concise restatement of what your subscribers can expect reminds them of what you are all about — and what they will miss if they do not confirm their email subscription.
Originally from “Opt-in Email Best Practices”| Published April 30, 2008