Oracle’s Chad S. White recently shared four fantastic tips on how to maximize your response rate when implementing a double opt-in (aka confirmed opt-in) process. It’s a great way to verify consent (and keep a clean email list), but one of the primary complaints from marketers has always been the low response rate; the percentage of people who will complete the opt-in step is often far less than one hundred. COI/DOI may not be right for every situation (and indeed I just recommend to a client that they consider eliminating a similar process in their site registration because of the challenges they were facing), but it’s still a very good thing to consider in a lot of scenarios. Anyway, enough of my natter, click through to read Chad’s thoughts on the topic.
Whatever became of AMP for email? Once upon time I tried to keep track of its current status, and it feels like that status hasn’t changed too much since then — particularly, still no Microsoft support.Chad S. White, Head of Research at Oracle Marketing Consulting, suggests that we should not write off AMP as a dead technology just yet. Click on over to read his article “Don’t Write Off AMP for Email Yet, Marketers” on CMSWire. There, Chad explains the challenges that have prevented broader AMP for email adoption, and how signs point to a potential for a successful path forward from here. I don’t want to spoil too much, but I will say that it’s nice to see increased Yahoo support!
I was talking to friends running an ESP platform the other day, helping them understand the difference between the available types of list unsubscribe headers, what does it all mean and how does it all work. Might you find that interesting as well? Let’s see.List-unsubscribe: What is it? It’s a hidden email header. Originally specified in RFC 2369, the goal was to provide a hook that email clients could use to display an unsubscribe option to subscribers in a method and location that was easy to find and common from message to message. I can’t speak for the creators, but I imagine the goal is to make it easy for subscribers to unsubscribe, so that they don’t turn to clicking the “report spam” button instead, out of frustration. TL;DR? It’s basically a declaration of how a standardized “Unsubscribe” button in an email client should work.It’s been around a while (the spec…