The unsubscribing link helps the marketers to understand their customers better. This makes them look for alternatives that would help to retain the customers for a longer time, sometimes even forever. The whole procedure will give an insight into the view of the subscribers, how they picture the company and what are their expectations from the company. Unsubscribing customers force the company to think of a counter-option to restrain the customer from unsubscribing. So, if the whole process is designed well, it helps the email program in reaching its goal. Also, it is considered good practice to provide the customer with the opportunity to unsubscribe.
The major reason being that if you do not provide the unsubscribe link, it is more likely that the consumers will report you to their ISPs as a spammer. The unsubscribe link should be easy to locate and use. Marketers include unsubscribe instruction in every promotional email, but they should understand that building customer trust is also very important. The customer should be given the chance to manage their inboxes by giving the unsubscribe option at other critical contact points. The first step towards this is to send the welcome message soon after the customer subscribing to confirm the request. Sometimes it may happen that the customer will subscribe unknowingly, especially because of pre-checked boxes on the registration form. In this case, it is very important to include the unsubscribe method in the welcome email, otherwise, the recipient will be forced to receive unwanted emails which can bother him to the very extent. This increases the risk of clicking the spam button.
Apart from being easily locatable, the unsubscribing method should also be very easy. This discourages the recipient from clicking the spam button or from ignoring the messages. Although the one-click URL, which is a one-step process, is used by most but a better option is a two-step process. Sometimes the recipients do an address change; in this case, the one-step process is the worst option. His interest or needs might even change or he might want to receive emails from you less or more frequently. Here the profile pages will be of help in the reduction of unsubscribing and in giving the customers a more fruitful experience. In this method, some links take the customer directly to the profile page and some ask for passwords to get through. If the password is asked for, it is compulsory to add a ‘forgot password’ option. This adds another step to the complete process and increases the chance of the recipient giving up and clicking on the spam button out of frustration.
The best bet is to use a two-step process. The first step takes the recipient to his profile page with the help of a click. The second step helps in confirming the removal request or changes in the individual’s profile. Adding other request removal opportunities works as a bonus, such as contacting the customer support if the profile page isn’t working or including webform contact information. Along with these other options for receiving information should be provided to the recipients. It is helpful to give the subscriber a chance to explain the reason for unsubscribing.
Another good practice is to acknowledge the unsubscribe process. This helps in building trust in the email program as this tells the subscriber that his request was processed, immediately. If the subscriber has intended upon leaving the email program, a graceful goodbye and vote of thanks for their past patronage helps in strengthening the relationship. The medium used to do this can be the same as the request removal.
The unsubscribing and subscribing process should be checked a minimum once a month. Nearly half the marketers do not test the unsubscribe method once it has been set up and only one in four checks the process only after receiving the complaint about it being not working.
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