When does “reconfirmation” become “abuse”?

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I’ve been a customer of a major DVD rental company for the last few years. I find the convenience of their rather unusual type of service to be excellent, their stock on new movies has always been good, and the discounts I got for giving them my email address back in the day were handy. Unfortunately, after moving I haven’t used them in a while as their locations just aren’t as convenient to me anymore.

Several weeks ago (just a couple of weeks after their most recent “New releases” email), I got a message from them with a subject of “Confirmation request: Confirm your subscription to [REDACTED]”. Now, I’ve been receiving almost weekly mails from this company since 2007, so I didn’t really think anything about it, and I didn’t confirm. Nothing for a week, and then another, identical message popped up. Slightly confused, I Twittered a message to them: “Hey, [REDACTED]? How about you stop sending ‘confirm your email address’ emails after I’ve obviously made the choice not to respond to the 1st?”. The response I got back was less than encouraging: “Sorry, but we need 2 confirm your subscription. If you choose to not confirm nor unsubscribe, you’ll get few more confirm emails.”

I’m now up to *5*. Once a week, like clockwork. After two “Confirmation requests”, I received a “Response requested” message, and, now, two “Urgent Confirmation Requests”. I’m dismayed, to say the least. At some point, senders need to realize that inaction on the part of a recipient is the functional equivalent of an unsubscribe request. If your recipients are not clicking on those confirmation links, they’re going to start taking further messages from you as intrusions.

Don’t get me wrong – I understand and support reconfirmation campaigns. Attempts to reengage your recipients are good, and can energize what was a lackluster response from long-time subscribers. But there’s a flip side – sometimes, you need to be able to say ‘goodbye’. Understanding that, and being willing to stop sending to recipients who have shown indifference to your reengagement attempts, is an important step.

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Written by hanov3r

December 23, 2009 at 12:00 pm

Posted in Uncategorized

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