The two main areas of conversation last week were on Email Change of Address (ECOA) issues and the flack over the latest edgy Spirit Airlines email.
The difficulty of simply changing ones email address was brought home by Influencer Loren McDonald in his attempts to change from his Silverpop email address over to the new IBM email domain (Silverpop was acquired by IBM recently). Loren discusses his frustrations, along with some of the OI discussion on the topic, in his latest Mediapost Column “Mom, All I want to Change is My email Address”.
As outlined in the article, he found that many of the brands he was subscribed to had no easy way for him to update his email address and as a result he was forced to unsubscribe and then resubscribe. Since there are companies out there like FreshAddress who charge brands for the service of providing updated email address information, why would the brands themselves not make it easier for their customers to make the change?
Although figures on how many people change their email address each year are a bit outdated, it was estimated a few years ago that up to 30% of subscribers changed their email address over the course of a year. So WHY don’t brands include ECOA in their marketing design plans? And what happened to all the talk about building preference centers from a few years ago?...