A Parting Shot: What to Say to Unsubscribers
Assuming you're following all the rules, each of your emails includes a path to unsubscribe. But that's not the end of the story, is it?
This morning, I went through my inbox and started unsubscribing from all the publications I've accumulated but no longer read. In the process, I considered all the different approaches and thought it might be good fodder for a discussion.
The first unsubscribe link I found was from Cornerstone OnDemand. It was cold, made no effort to engage me, and had no branding. Though I had clicked a link in their email, when I got to the unsubscribe page, I had no idea from what—or whom—I had just unsubscribed (see the first image in the media player).
Target Marketing Magazine took into consideration my short-term memory loss and welcomed me with a branded confirmation page. Short, sweet, and simple, but missing the marketing of their other products or benefits to staying on the list (see the second image in the media player).
Digg was a similar experience. While their logo is present, they listed the emails address of the subscriber, and the process was easy, they included a link to unsubscribe from all of their publications at once—the dreaded nuclear option (see the third image in the media player).
After clicking the unsubscribe button, I was presented with a confirmation of my request (see the fourth image in the media player).
Webriti added something that was missing from both Target Marketing Magazine and Digg—the ability to easily resubscribe. And, even though Target Marketing did provide a link for me to manage my subscriptions, it wasn't as simple as a single button. Clicking the link would take me to their site, where I might actually have to think about my actions, and since I was in a hurry I didn't do that (see the fifth image in the media player).
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.