Unsubscribing Rules Made Easy

By Herman Pool
In Marketing
June 11, 2012

Article By Vertical Axion

Having someone unsubscribe from your emails doesn’t have to be an ugly thing. It’s important to remember that someone unsubscribing doesn’t mean they hate you or your company. Unsubscribing from a mailing list can either be a pleasant and short experience or one that just frustrates your clients more – it’s to your benefit to make the process as simple as possible.

Take a look at these tips and see how you can make unsubscribing a painless process.

Make It Simple and Fast

Nothing will annoy your customer more than having to root around for the unsubscribe button in an e-mail. According to the CAN-SPAM laws, you have to include an unsubscribe option in every e-mail you send out. However, the laws don’t say anything about where that button has to be or if it has to be obvious. Some companies hide it in text at the bottom of their letters in hopes that someone will give up and stay subscribed.

If someone wants to unsubscribe, they’ll unsubscribe. Playing tricks on them won’t help them stick around. So instead of frustrating them into keeping their subscription, make it easy. Have your unsubscribe button send the user to a page where they just enter their e-mail and hit enter. Don’t ask for log-ins or any other verification information. Just let them go. They’ll come back if they want to.

Don’t Delay Their Unsubscription

The CAN-SPAM laws give a company ten days to remove someone from their newsletter lists. Many companies take all ten days and keep sending out information in the mean time. Users expect that once they hit the ‘unsubscribe’ button that they’re unsubscribed and they won’t be receiving anymore communications from you. Get the unsubscribe done as quickly as possible so the final goodbye isn’t an unpleasant one.

Don’t Get Ugly

Above all, the unsubscribing experience you give should be classy and flawless just like your website. You have probably worked long and hard to guarantee your website has a pleasant experience, and your unsubscribing process should have a very similar feel. Just make sure the experience is a good one for the user; not every unsubscriber will go away for good. If you have a pleasant ending to your relationship with someone, sometimes they’ll keep that in mind when they need something in your market again.

Building a mailing list is an on-going process, and you can expect to lose around 30% of your list each year. Keep at it, and you’ll see more growth than you do loss.

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Author: Kat