Once Again: Unsubscribe Best Practices

February 11, 2010
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Now that the holiday blitz has passed and email frequency has returned to some normalcy, eMarketers everywhere are sorting through the numbers… analyzing results, determining how to segment in the new year and examining the unsubscribes.

Here are some best practices related to those who want off your list – consider them as you look at your counts and consider your unsubscribe process; these tips are based on industry research, consumer behavior and our experiences:

First, offer them the option to reduce frequency on the first page of the unsubscribe process and include the option for them to supply feedback.

If they go ahead and opt-out, serve a confirmation of the unsubscribe process. Thank them for participating in your program with a simple statement like – We’re sorry to see you leave our newsletter of special and one of a kind offers. If you aren’t selling things, you could say – We’re sorry to see you leave our newsletter packed with useful tips and valuable information. Stress the value but opt them out.

Send an email confirming the unsubscribe


Now that the holiday blitz has passed and email frequency has returned to some normalcy, eMarketers everywhere are sorting through the numbers… analyzing results, determining how to segment in the new year and examining the unsubscribes.

Here are some best practices related to those who want off your list – consider them as you look at your counts and consider your unsubscribe process; these tips are based on industry research, consumer behavior and our experiences:

First, offer them the option to reduce frequency on the first page of the unsubscribe process and include the option for them to supply feedback.

If they go ahead and opt-out, serve a confirmation of the unsubscribe process. Thank them for participating in your program with a simple statement like – We’re sorry to see you leave our newsletter of special and one of a kind offers. If you aren’t selling things, you could say – We’re sorry to see you leave our newsletter packed with useful tips and valuable information. Stress the value but opt them out.

Send an email confirming the unsubscribe (denote this as part of the website language), be sure to include:
– Contact information for your organization’s customer service department (in case they have any problems)
– A re-subscribe link
– An Are you Sure Banner/ link that includes the available specials, rates, your sales outlet or unique promotion – you’ll be surprised at the number of people that unsubscribe and then visit the specials section.

If you can, copy a CSR on the confirmation email to the recipient. Offer the recipient the opportunity to mail you suggestions and (if the info is available) have the CSR follow up with the recipient that unsubscribed by phone. You never know what you’ll learn or if you can win them back.

Don’t make answering the questions mandatory. It will force people to give you an answer you don’t want or make them mark you as spam.

Remember, the unsubscribe process should be as simple as possible, offer the best type of customer service and serve as an opportunity to find out what really happened. Your goal is to make sure that you treat this separation as temporary so if the recipient has the option of coming back.

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