Unsubscribe. The dreaded click. Your contact gone forever. Frustration. Worry. Aaaargh!
Not so fast. Unsubscribe is actually the best thing to happen to email marketing since…well, email.
If you’ve been diligently building your list, cataloguing what your prospects want to hear about, sending targeted messages to different groups within the larger list, and someone still unsubscribes, well then what better time to follow up with the prospect than now? You have a good reason!
On the other hand, if you’ve been less than diligent with your list of prospects, well then an unsubscribe is the best thing that can happen to you. Why? First, since unsubscribes get rid of uninterested parties, your list is scrubbing itself clean without you lifting a finger. Second, if the unsubscribe page is set up the right way (and – toot! toot! we think we set it up right), then every unsubscribe is a chance to ask your prospect about their preferences instead.
With all the took about customer relationships, providing an uncomplicated unsubscribe process is good business. We put together a checklist of best unsubscribe practices. Does your current process check out below?
- Simple & Easy. There is nothing satisfying about an unsatisfied customer/prospect. If someone does not want to receive communications from you, they will find a way to do so whether you like it or not. And, their way (hitting the spam button), will ultimately be much worse for you. So, as painful as it is, make it easy for people to remove themselves from your list. No complicated logins or mandatory codes; just a simple visible link and an unsubscribe confirmation email afterwards.
- Test Your Unsubscribe Link. Does it work? You’d be surprised how many unsubscribe links don’t lead anywhere. They’re usually tested at creation and forgotten about shortly thereafter with the bright hope that no one will ever click on it. Wrong. It’s your last chance to make a good impression. So make sure the unsubscribe link leads to an awesome unsubscribe page. And that leads us to…
- Is Your Unsubscribe Page Awesome? A functional unsubscribe page is #1. However, a great design for your unsubscribe page will lead to less unsubscribes in the first place. The best pages are designed to understand your prospects’ preferences, especially given that people often click to unsubscribe for different reasons (frequency of emails, subject matter, etc.). Offer to customize their preferences so that your communications are always relevant to your prospects…and, of course, allow them to fully unsubscribe if they’d still like to do so.
Have any other ideas? What works for you?
Photo by: Moyan Brenn