Opt-Out Campaigns Produce Quality Lists

An article published by ClickZ today stated that CBS SportsLine is in the process of removing subscribers who are no longer interested in receiving messages, but have not unsubscribed.

Patrick Herde, director of product management and marketing at CBS SportsLine said “In the old world, having a big list was probably a value. Now we’re more interested in active recipients.”

On April 23rd, CBS SportsLine sent a one time mailing to their opt-in subscribers informing them that they would stop receiving messages unless they took an active step to re-subscribe by April 30th.

This provides a great value to CBS SportsLine advertisers. The new and improved subscriber list is more engaged and more likely to open the messages and see the advertisement.

While Herde declined to give specifics as to the before and after, he did say the list shrank from seven to six figures. “It was a pretty significant fraction,” he said.

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