Subscription pause could benefit email marketing
A leading email marketing expert believes adding a ’subscription pause’ option could benefit subscribers to mailing lists.
Margeret Farmakis believes the original direct marketing technique can be applied successfully to email marketing, so recipients do not return from holidays or an extended break with a clogged-up inbox.
Farmakis comments: “Just like cancelling your newspaper delivery when you’re off on holiday, this ensures that subscribers don’t come home to a mountain of out-of-date emails that will never be read.”
The expert believes subscribers are more likely to engage with a brand when they are empowered with the ability to control and shape the emails that they receive.
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