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7 tips for a spotless unsubscription process
You don't want your subscribers to leave. But hey, they sometimes do, so get over it, and make this process as smooth as possible! Because if you don't, they unsubscribe by marking your messages as spam and you don't want that! So we've assembled 7 tips for a spotless unsubscription process making it as spotless and fool-proof as possible.
1. Make it as easy as possible
Sounds like a contradiction, doesn't it? But think of this from my perspective: if I don't find what I'm looking for really quickly, I use the 'mark this as spam' button. So have a click here to unsubscribe link that's visible and readable. Do not complicate things, do not use a font sizes I can't read, do not hide it somewhere and do not make me have to log in. Thank you!
2. Process unsubscribers immediately
Fully automate your processes, including unsubscription, so you can make sure you only send your messages to people who want them. Sending me your newsletter when I unsubscribed an hour earlier is not a sign of respect. Spam button here I come... remember?
3. Offer multiple options
Do you read your email newsletters behind your desk? On a computer? Well, good for you, but not me (and tons of people with me). We read them on blackberries, iPhone's and other mobile devices. We would like to unsubscribe by simply replying to your messages. On the other hand, there are those who use a forwarded account (it's true!) and want to use the link. Help us both out and offer a link and the possibility to reply.
Oh, and test both of them regularly!
4. Offer an email address update
I want your messages on another address, do you first let me unsubscribe and then go through the whole subscribtion process again? Or do you offer me the possibility to update my address? Not the latter I'm sure! But you should!
5. Frequency update
Maybe I'm not in the mood for a daily digest of your news and offers, but you can harrass me once a week, no better yet: once every two weeks. Can you help me with that? I know you can, so give it a try. Offer the possibillity to let me determine the frequency.
6. Temporary unsubscription
How's that for a good idea? Because I like your emails, I honestly do, but not now! I just booked a city trip and finally bought that book you're trying to sell to me for weeks. So for the next month(s) or so I don't want to receive anything. Please?
7. Unsubscription confirmed!
Confirm my unsubscription on a website and not in an email. I UNSUBSCRIBED remember? You could ask me why I choose to unsubscribe there, but do not require an answer. See it as a nice gesture if I do!
That's it for now. These tips are not hard to implement, but they are a sign of respect for your audience. That you care for them!
