Thumbs up to happy, engaged email marketing subscribers

Those of us with a Facebook account are already familiar with the ‘like’ button which allows users to state their interest with one click, or blog posts or web pages with a ‘thumbs up’ and ‘thumbs down’ button next to each article which shows how many users have rated it. So why not use this principal in your emails to help you segment your subscribers and make sure you’re providing relevant content.  

However, unlike Facebook and Blog sites, you can go one step further and really get to know your subscribers.

Add a  ‘thumbs up’ and ‘thumbs down’ button in your email. When the recipient clicks on the ‘thumbs down’ icon, they will be redirected to a ‘preference centre’ – a landing page where they can tell you what they DO like which can feed directly back into your database.  Your ESP should have the tools to help you segment this data to create relevant sub lists, and will be able to help you create the preference centre landing page.

Alternatively, if you don’t want to use the preference centre landing page, simply export the list of those who have clicked ‘thumbs down’ and send them an email apologising that you didn’t get it right this time, but have loads of other options for them to choose from –  with a choice for them to select within the email.

When the recipient clicks on the ‘thumbs up’ icon, they can simply be redirected to a landing page thanking them for their feedback, and letting them know they’ll be getting much more of the same. On your campaign reports, you will be able to export a list of everyone who has clicked the ‘thumbs up’ button – so you can make sure you’re sending them more of the same.

If you’re sending out a newsletter with lots of sub articles, you could also have a thumbs up and down icon for each article.... then you can REALLY see what they’re interested in.

The great thing is, this can really help you cut down on opt out rates. Your recipient may be more likely to click the thumbs down icon and give you another chance rather than opting out completely.

Also, by making sure they’re getting relevant content you’re going to keep them interested, engaged and less likely to hit unsubscribe, or mark your email as spam.