Best practices for unsubscribes

Stefan Pollard's latest article discusses the wider role of your unsubscribe facility in email marketing.

When a subscriber tires of your emails (shock news: it happens), they can mark it as junk or unsubscribe. The former action is another nail in your delivery rate coffin. The latter isn't.

Ergo: unsubscribe processes are important.

Of course, we're back to subscriber reputation here again. If the reader doesn't trust you, then they won't use the unsubscribe facility or your subscriber preference center. Stefan discusses this issue and has some basic tips on designing address removal mechanisms that inspire trust and work for you and your subscriber.

His article also touches on the role of the permission reminder ("you're getting this email because...", a topic discussed in more depth in the extensive comments to an earlier post.

Even before the reputation issue got ugly, making it hard for folk to leave your list was always a no-no, as this 2002 article describes.

P.S. I'd especially recommend you take the survey mentioned in Stefan's article. Why? Because the multiplechoice answers to questions about your own practices are actually a super list of ideas for how to improve those practices.

More on unsubscribes | Tags: email marketing, sender reputation, unsubscribing, list management

Permalink | September 12, 2007 | 0 comment(s)
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