The email snooze began humbly as a way to reduce unsubscribes during brands’ highest volume times of the year. Positioned before “unsubscribe” on the unsubscribe page, the snooze option would let a subscriber pause their subscription for, say, 30 days or until the end of the selling season, such as the holiday season for retailers. Then, when the peak season was over and the risk of unsubscribes decreased, the option was removed.
However, the email snooze has evolved recently from a purely seasonal role-player to a year-round contributor to reduce opt-outs and increase engagement. In this post, Oracle Marketing Consulting’s Jeannine Pine talks about both of the ways that marketers are evolving their use of the snooze.