Tag Archives: unsubscribe

Back to the Future: Best Day & Time To Mail Rises from the Grave

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.

 

Screenshot 2015-11-23 08.45.12

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.

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