February 23, 2008
From The Email Wars Blog - Spring Cleaning Comes Early
I love the sense of humor in this email from Dell this past February. The gift to those that they love was the gift of a subscription management preference center. They used the holiday as an unexpected date to release the news and give their subscribers MORE control over the types of emails they get from Dell. I appreciated not only the humor, but the fact that Dell like more and more brands are giving the control back to the subscriber.
The fact is you really don’t want to lose your subscribers if they are tired of getting emails on certain products or subjects that are not relevant, what you want it to keep them and allow them to tell you what they want. The preference center allows you to turn that control back to them and give them the ability to change it as they want to. In the case of Dell you might not be looking for a laptop this quarter but instead a printer, so you can let them know that. So refreshing to hear some big brands take this approach… now let’s just see how they pull it off.
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