Folks, things have gotten so bad that I’ve intentionally mashed up to movie tropes: “Back to the Future” and zombies.
Let me back up. Email marketers–especially retailers–have done a pretty good job of jumping on the opt-down bandwagon. If you haven’t heard the term, I refer to the practice of letting email subscribers who want to unsubscribe from you choose a more relaxed mailing frequency, such as weekly or monthly.
Oh, Brooks Brothers, I wish I knew how to quit you.
While opt-down gives marketers a powerful tool for retention, it also forces us to revisit a debate that has raged since AOL accounted for the biggest number of email addresses: best day of week and time of day to mail.