Users marketing consent

Hi everyone,

We're looking for ways to increase the number of contactable users. Some key actions we're considering include:

A/B testing in the onboarding phase
Ad hoc campaigns with in-app notifications for unsubscribed users
Creating subscription groups (as we currently don't have any)

Has anyone come across a successful case study on this? Or perhaps key metrics, like average user consent rates by industry, or useful websites for inspiration?

We're struggling a bit with translating theory into practice, so any insights would be greatly appreciated.

Many thanks in advance!
Matteo

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Comments

Jonathan

Hi Matteo,

In any case, there are 2 main factors that lead to increasing contactable users:

1. New user intake
2. Lowering unsubscribe rate

From your post, I think you are more interested in the second point, and I would say the first thing you should move to set up is the subscription groups and get that Email Preference Center up and running. We implemented it basically on product launch and had great results, I believe close to ~200% lower unsub rate.

A bit of a broader advice would be to narrow down your segments to make sure you deliver the most relevant content to each segment and optimize for personalization of the said content.

MatteoMastromar

Thank you Jonathan! Your use case is quite intersting. Do you have some other relevant insights to share? Did you test the subscription group before launching them for the whole database?

Nirnay

Hi Matteo,

One of the strategies that has worked exceptionally well for us is displaying a modal on our website to all signed-in users who are unsubscribed. If they choose to resubscribe, we promise them that they'll receive highly personalised emails at a very low frequency. This approach has been incredibly effective, bringing back a significant number of subscribers. To further incentivise them, we also included a small promotional offer.

Another key factor in growing our subscriber base has been dynamically adjusting daily email (newsletter) cadence based on user engagement. Instead of maintaining a fixed sending frequency, we adjust it up or down depending on their recent interactions. This method has resulted in lower unsubscribes while driving higher revenue.

Reducing Email Cadence (for disengaged users)

Daily → 3x Weekly(3 sends in a week) if there is no activity in the last 7 days.
3x Weekly → Weekly(one send in a week) if there is no activity in the last 120 days.
Weekly → Monthly(one send in a month) if there is no activity in the last 90 days.

Increasing Email Cadence (for engaged users)

3x Weekly → Daily if there was any activity yesterday and the cadence hasn’t changed in the last day.
Weekly → 3x Weekly if there was any activity yesterday and the cadence hasn’t changed in the last day.
Monthly → Weekly if there was any activity yesterday and the cadence hasn’t changed in the last day.

By implementing these personalised engagement-based adjustments, we’ve significantly improved email performance, ensuring that users receive messages at the right frequency while minimising unsubscribes. We a/b tested lot of variations.

However, this approach is not one-size-fits-all. The ideal cadence strategy depends on a company’s specific audience, industry, and user behaviour. Testing different frequency adjustments and closely monitoring engagement metrics is key to finding the right balance between maintaining user interest and avoiding unsubscribes.

Jonathan

We started gradually first, with some Ad-hoc emails, but the results were really promising and we moved quickly.

We found out that our new customers, were likeliest to engage and wanted to shape their preferences early on.

On the other side, we noticed little engagement on triggered comms, which made sense as users are used to receiving them, or even expecting.

MatteoMastromar

Hi NirnayP, your use case is very helpful as well 😀

Can you just tell me how you manage operationally this frequency cap? Braze only provides frequency cap rules for campaigns or canvases with tag but not to audiences.

Let me rephrase to be super clear.

You have 10 campaigns/canvases with different 10 different objective (imagine abandoned cart, first payment, subscription premium, complete profile etc...).

You have this segmentation:

3x Weekly(3 sends in a week) if there is no activity in the last 7 days.
Weekly(one send in a week) if there is no activity in the last 120 days.
Monthly(one send in a month) if there is no activity in the last 90 days.

Do you create the same campaign/canvas with same objective for each of this audience and "play" with tag in the campaign/canvas and set a frequency cap for tags?

Millie

Hi Matteo, looks like you've gotten some great feedback from others! Here are a couple things that we did at the company I'm at:

1. User onboarding: defaulted the checkbox to be checked, with option for client to uncheck. Most will keep it checked.

2. Existing client messaging: Always-on content card targeting clients who have a missing email or phone # on file. The content card takes clients to their profile page to fill that information in.

3. Subscription groups: Split marketing preferences into subscription groups, and within that, split it by channel. Subscription groups are Promotions & Recommendations, Engagement & New Features, and Partnership Communications. From there we have each channel underneath: email, sms, etc. This gives clients the choice to choose which messaging they're interested in receiving.

Hope that helps!

godofprogrammer

Building a strong user base requires clear opt-ins, value-driven incentives, and transparent communication. Offering exclusive content, discounts, or early access can encourage users to consent to marketing. Websites like techtobard.com explore innovative digital marketing strategies and compliance best practices to optimize user engagement. Ensuring GDPR-friendly practices while personalizing outreach can significantly improve conversion rates!