Unsubscribes Happen

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Does your Marketing email contain the same message over and over again,
sending to the same list of people, over and over again?  Most likely, your
message changes, with fresh content and the right call to action, ideally the
call to action will get the right response from your list subscribers.

The right response doesn’t include unsubscribing, but unsubscribes happen.
You can’t stop them so why make it difficult when someone is saying “I want off
you list”.

Most people will generally opt-out of permission email for the same
reasons:

  1. You send too often
  2. Your recipient wants to receive your newsletter at a different email
    address.  The only way they know how to do this is unsubscribe with their
    current address and opt-in with their new email address.
  3. Your Messages Lack relevance


What is the best way to allow someone to unsubscribe?


  1. Maybe you don’t have to.  Offer a preference page as an option to
    unsubscribing.  If your subscriber simply wants to change their email address or
    reduce the frequency of your emails, make it easy for them: let them manage
    their account settings.
  2. Make it easy to unsubscribe.  Don’t bury your unsubscribe information in
    your email messages, make it prominent, easy to find.  It’s also a bad idea to
    hide the unsubscribe instructions in the email header – you want them to
    remember the good experience they had as a subscriber to your newsletter.
  3. Do not make your subscriber login to unsubscribe.  Why should they have to
    go through the hassle of logging in, remembering a password to get out of
    something they no longer want?
  4. Try to find out why they are leaving.  Make feedback an option, but not a compulsory
    option.
  5. After they unsubscribe email a confirmation. It’s in good form to say Thank
    You or Goodbye, and you will maintain your professional relationship with them.
  6. Don’t keep them guessing when their address will be removed.  Let them know
    when their address will be removed.  I don’t recommend waiting ten days to
    remove their email address; they want to leave, let them, besides, software,
    makes the unsubscribe automatic. So should I say don’t add them back to your list for
    the next 10 days.
  7. Do not require a series of clicks to opt-out of emails.  Two clicks should
    be the max.
  8. Test your unsubscribe link:  Make sure it works.
  9. Keep the unsubscribe landing page updated.  It may be the last time they
    interact with your business so you will want to have this page compatible with
    the rest of your website.



    Unsubscribes Happen
    Unsubscribes Happen










In summary, do not make a subscriber work to unsubscribe. You decide how this
is set:  feedback, two clicks or just a link, the bottom line is just graciously
let them go

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