In the summer, everyone is on the move. School is out. Camp is in session. Workdays end earlier. The beach house is open for business…
Paying attention to consumers’ changing schedules and shifting habits can pay off big for brands. So how do you tailor your email approach, in order to accommodate June-September lifestyles? Just ask!
Here are some examples from savvy brand mailers, who proactively supply preference options and get creative with their opt-out/unsubscribe mechanisms.
Use Proactive Opt-Out Management CTAs
Not every consumer is sophisticated enough to seek out an unsubscribe link at the bottom of your email, in order to change his or her frequency/content preferences. In fact, by the time most people go looking for an unsubscribe mechanism, they are already disenfranchised with the email relationship—and it may be difficult to sway them.
Instead, include email preference CTAs in your reengagement campaigns, like this one from Banana Republic: