Your Email Unsubscribe Process – just how many people are you "really" losing ?

Your Email Unsubscribe Process – just how many people are you "really" losing ?


How well does your email opt out mechanism work ?

Consider yourself “very 1990’s” if your idea of email opt out is a message that says “to unsubscribe from this email, simply reply with “Unsubscribe” in the subject line. It’s inelegant, unexciting and it isn’t automated. It’s a little bit stuck in the past.

Consider yourself “sooo 2004” if you have an unsubscribe feature like the one here:

unsubscribe-box

So how should your email unsubscribe process look ?

There is a better, more modern way – which doesn’t lose your customers forever like the one above. In that example you’re allowing people to remove themselves from your database, which may save time in database maintenance but also stops you communicating with that contact at all. By law, you can no longer communicate with this unsubscriber – about anything. Ever. That’s a great pity and a waste.

Which is why the current method – below – offers a far more granular approach to unsubscribing. It still allows the recipient to unsubscribe from all (a legal requirement), but it also allows them to unsubscribe from ‘types’ of communication. We’ve borrowed this from one of our customers’ forms – so you can get the idea. Even better is if it’s connected to a Marketing Automation Engine (this one is connected to Marketo) then you can get the recipients to manage their own subscriptions too – and have this reflected inside of Salesforce.

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