Good Example of the Address Change

Update [March 18, 2013]:

Read about the latest tools to optimize email deliverability here: Navigating the Fiefdoms: Email Deliverability

Original Post [Published Oct. 3, 2008]:

What happens when you have preached to people so long to add your email address to their address book so that they are a trusted sender and you now are changing that? Have you gone through this change before? It is wise to alert people prior to this change so that you do not end up in their bulk folder before you make this change.

Marriott went above and beyond IMHO at announcing this change. Now what I loved the most was the fact that this shows that they value email as a communication channel so much that they did not even try to get a booking out of it. Nice work. Sure they had their find and reserve in the top nav, but that is a typical element in their other programs. They took the road of making sure they they did not lose people as one campaign could do more to lift their program than the long term damage in lost bookings could drive if they added more than one thing to do.

I am not sure overall from an industry perspective of how many subscribers do take the step to add them to a “safe list” but I would bet that this had some people that had not done so before to take that step now.

Is this something you use in your programs at the opt in? And if so do you have any data that you would share on subscribers using it?

About eROI

eROI crafts compelling digital experiences across email, web, and social channels. Our work has been consistently successful in driving revenue and exceeding goals for our partners.