Need Feedback on fickle Luminate Enews users

Lisa Slawinski

Hi Community,


I'm wondering if there are others who are experiencing the same thing we are regarding our ENews, sent through Luminate:


I've noticed more often than not, indivdiuals sign up for our enews, supply a contact name and email address (the minimum we require), and at some point 6 months or so later, opt out of these communications.  This leaves us with a name and email address we can't use.  IF you experience the same, do you delete the individual since there is no way to communicate with them on a regular basis given their request?


I'm a bit frustrated seeing so many individuals sign up and then opt-out.


Your thoughts?


Lisa

Brian Mucha

Lisa Slawinski:

Hi Community,


I'm wondering if there are others who are experiencing the same thing we are regarding our ENews, sent through Luminate:


I've noticed more often than not, indivdiuals sign up for our enews, supply a contact name and email address (the minimum we require), and at some point 6 months or so later, opt out of these communications.  This leaves us with a name and email address we can't use.  IF you experience the same, do you delete the individual since there is no way to communicate with them on a regular basis given their request?


I'm a bit frustrated seeing so many individuals sign up and then opt-out.


Your thoughts?


Lisa

I wouldn't delete them, since at some point they could reengage. If they are not sendable, then they cost you nothing.


We also use email INTERESTS rather than sending to groups to avoid this. Users then get an option to unsubscribe from just the interest, rather than completely opting out of everything. At least you can send them somethign if they don't want solicitations!


You're always going to have some churn like this, but if you are losing people at a high rate you might consider some actions.

• Are you using engagement factors to track the number of emails they get? Do high volume recipients opt out?
• Review and A/B test your content. Would YOU objectively want to get this content? Does something like blatent asks drive off subscribers?
• Hell, you can ASK them what they like.
  • Engage on social media.
  • Survey response is always dismal, but people love to vote. Add a "Which was your favorite story?" link.
• Customize your Opt-Out confirmation page with a link to a brief "why did you leave" survey.
• Figure out how to get their address in the first place.
  • I'm working on a new sign-up form that adds Zip as required. It then uses Google Geocoding to lookup city, state and country, and then reveals those additional optional address fields. https://secure3.convio.net/cmf/site/SPageServer?pagename=EmailSignUp
  • Target your no-address constituents with a low dollar donation campaign. Offering a premium at a break-even or even a loss would be a win if you get an address.

Alex Russell

Lisa Slawinski:

Hi Community,


I'm wondering if there are others who are experiencing the same thing we are regarding our ENews, sent through Luminate:


I've noticed more often than not, indivdiuals sign up for our enews, supply a contact name and email address (the minimum we require), and at some point 6 months or so later, opt out of these communications.  This leaves us with a name and email address we can't use.  IF you experience the same, do you delete the individual since there is no way to communicate with them on a regular basis given their request?


I'm a bit frustrated seeing so many individuals sign up and then opt-out.


Your thoughts?


Lisa

We're pretty new to establishing a policy for that, but we've started marking constituents like this as "inactive". We're working through the kinks with it still, since some people did come back and had to be reactivated. But I think it's a slightly nicer option; we're always optimistic that they might one day decide that they're interested again.