A Parting Shot: What to Say to Unsubscribers
I clicked the link to manage my settings settings, and that's when the page got more interesting. Finally, Google engaged me me with a conversation about just what it is I want. Just because the unsubscribe process has to be completed in a single click doesn't mean you shouldn't promote yourself in the process (see the twelfth image in the media player).
Like Google, LinkedIn listed my current subscriptions and enabled me to make changes to all or some on a single page. If you have lots of lists, this presents not just the opportunity for your subscribers to leave, but to learn of others they might wish to join (see the thirteenth image in the media player).
Every company—except for MosaicHub—provided a link in the email titled "unsubscribe," which I appreciated. Our recipients are not stupid, so intentionally mislabeling the unsubscribe link is not going to reduce unsubscribes; it's going to irritate them in the process.
Focus on showing your subscribers why leaving the list is not beneficial, not alienating them to the point they never come back (see the fourteenth image in the media player).
After I got over being irritated, I found that the page was actually an opportunity to manage the settings, rather than just bail, but it didn't stop me from leaving. I had already made up my mind, and was irritated to the point where I couldn't be stopped.
If you want to provide a manage link, it can be a good idea, but not to the point where you can leave out an unsubscribe link (see the fifteenth image in the media player).
Worse still are manage links that require me to log in to an account I've forgotten—or never created in the first place—like this one from Plaxo. This had to be the single most frustrating unsubscribe experience I've ever encountered. I didn't remember my log in, so I clicked to recover the password. I went to the site, typed in the password, and it failed. I've spent more than an hour trying to unsubscribe from just one list—and I was clearly unsuccessful given this effort was from a link in an email I received today (see the sixteenth 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.