When sending out email marketing campaigns or promotions it is important that you make it as easy as possible for subscribers to unsubscribe. Though this may seem counterintuitive, it is vital that you stay in your customers’ good books by making it as easy as possible to unsubscribe.
Making the unsubscribe process difficult can be very damaging for business. Listed below are some top email marketing ‘don’ts’ when dealing with unsubscribes…
1. Don’t offer an opt-out email address that leads to a broken address. Ensure that your opt-out email address is fully functional by testing it regularly.
2. Don’t ask the recipient ‘Are you Sure?’ once they’ve clicked unsubscribe. Once they click the button, they mean it.
3. Don’t send the individual to page after page that has boxes checked to unsubscribe. The process should be simple and straightforward.
4. Do not ignore an Unsubscribe request. Once the request has been sent it should be immediately acknowledged to avoid that individual receiving another email. First of all, it’s against the law to ignore such a request. Secondly, it’s terrible for your brand identity and can quickly lead to poor reviews and feedback, particularly since social media enables news to spread very quickly.
5. Don’t inform the individual that their unsubscribe request has been received and will be processed. Going back to point 4, once the request has been received it should be immediately processed.
6. Don’t send an email confirming the Unsubscribe. The individual has just requested to unsubscribe from emails from your company, therefore they do not wish to receive any more communication from you.
7. Don’t hide or obscure the Unsubscribe button.
Successful email marketing is about a combination of things, including appealing to the heart of your readers and making them feel highly valued. By maximising your email marketing success, you will reduce the number of unsubscribes you receive, build brand loyalty, generate more leads, strengthen relationships with your clients, increase website traffic and boost sales.
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