Unsubscribing Should Mean Never Having to Say You’re Sorry
If you’re working at the speed of light (and who isn’t, these days?), chances are you’ve opted in to a company’s email list (either on purpose or automatically when you made an online purchase).
I honestly don’t recall opting-in to many of the company emails I receive, but since I usually just smack the “delete” button, I don’t give it much thought — until I try to opt out.
It strikes me that many companies seem to be out of compliance with the CAN-SPAM laws and don’t make it easy to even find the unsubscribe link. And, when I finally locate it and click on it, I’m often presented with a survey — and one that you can’t ignore. Because I just want to be done with it, I often fill out the “why are you leaving?” field with garbage keystrokes (do you think they find that helpful feedback?).
The companies that annoy me the most are those that appear to have multiple email opt-in streams — and for some reason, somebody decided I should be opted into to all of them:
- Daily emails with info that’s hot off the press
- Weekly recap of the daily emails so I can peruse what I may have missed
- Monthly emails that highlight key opportunities
- Quarterly emails that feature the most popular content/sale items
Are you kidding me?
Recently, the landing page made me add my email address and “submit” to each one of these options in order to be unsubscribed. And yet I keep getting their emails two weeks later!
Building and keeping relationships with your customers and prospects is a vital part of the nurturing process. But when someone wants to leave your opt-in list, the last think you should do is lock the door and refuse to let them out unless they meet all of your demands.
Instead of leaving with a warm and fuzzy “It’s okay … I may still come back and peruse your products and buy something when I’m ready” feeling, I’m leaving with the snarly “I wouldn’t buy anything else from you if you were the last vendor on earth!” attitude.
Whether you’re forced to provide an unsubscribe link because of compliance, or whether you do it because you understand the real value in database marketing, I’m begging you to let your customers and prospects leave on good terms. After all, you should be hoping that it’s a temporary break up — and not that bitter, “you’ll never see your kids again!” divorce.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.