Everyone has the right to unsubscribe from emails, however, in order to retain as many recipients as possible or to ensure that anyone that does unsubscribe is able to do so in an easy and uncomplicated fashion, therefore leaving with a positive impression of your business, should follow the 5 top tips below.
- Don’t hide the unsubscribe link
If people want to unsubscribe then let them and don’t make it difficult for them to do so. If it is difficult to unsubscribe then they are likely to mark emails as SPAM which is worse than just unsubscribing. Having the unsubscribe button/link in clear view isn’t only easier for the recipient but it’s also the Law. - Don’t force people to log in to unsubscribe
This is often time-consuming and irritating to the recipient, especially if they have to remember their login credentials or reset their password to do so. If the unsubscribe process is too complex then recipients are again likely to mark the email as SPAM. - Offer a chance to ‘Opt-Down’ rather than ‘Opt-Out’
Allow people to control what type of emails they receive from you. By giving recipients this option they may be more inclined to reduce the number of emails received to only emails that are relevant to them. This will reduce the number of emails that you can send to that individual but you will not have lost them as an email subscriber. - Offer social media links when unsubscribing
Individuals may be wanting to reduce the number of emails piling up in their inbox but that doesn’t necessarily mean they are not interested in what your business has to offer. A good way to ensure that they still stay up to date is to offer social media links on the unsubscribe confirmation page, you may lose a subscriber but gain a follower. - Include a comment box when people are unsubscribing
If you include a free textarea box on the unsubscribe page you are giving recipients a chance to enter information about why they are unsubscribing which may be useful to your business but by not forcing them to enter this information the process is still quick and easy.
To learn more about Act-Ons’ top tips for sending emails download their eBook using the below link.
