Maximize your holiday sales with stunning emails, Enjoy 10% off all email template orders 🎁 Claim Offer>>
Creative Unsubscribe
It’s about getting over the Email Relationship crisis!
It’s like Email Marketing! Whenever I am upset with you, you provide me with preferences and flexibility and then –
we patch up!
Applicable to every email marketer and their subscribers – No? Change preferences, be more flexible & considerate ensuring that your relationship comes as an example of a match made in heaven!
Not sure the options Sandra & Peter evaluates, but here are the four types of common unsubscribe options marketers follow:
of consumers reported frequency as the primary
reason for unsubscribing from a brand's email in 2013.
While Sandra & Peter had different preferences,
here are 8 pitfalls enabling subscribers to walk away
on a different pilgrim’s process.
You might undergo an email relationship crisis with your subscribers for a host of the below reasons:
- Poor email design or copy
- End of offer or sale
- Excess or limited email frequency
- Offensive or misleading subject line
- Sending emails without permission
- Lack of personalization
- Irrelevant email content
- Change of preferences related to email address, type of email etc.
Email Report, 24.5% of respondents
said they unsubscribe because email is not relevant.
Learning from past experiences whether relationships or email, it’s helpful. With Unsubscribe feedback, you strengthen your email practices and by providing easy unsubscribe, you also prevent from encountering ISP blocks and spam complaints.
Oh!
Where is the unsubscribe ?
If not, I’ll mark as SPAM!
Top Creative patch up examples
Converting Opt-outs to Opt-ins
Sandra & Peter were loyal, so should be you! Here are some sins of Unsubscribe
Making the unsubscribe text too small to read
You are being smart, but that’s not a very pious practice! You make the text small and hard to find, but remember that will just increase the spam complaints and hurt your domain reputation!
Using misleading language
Well, smart again huh? Using misleading language is a common practice that many brands adhere to. Saying “Unsubscribe” or “Opt-out” clearly against “Receive no more updates” makes the message more credible. Use standard language as prescribed in the CAN-SPAM act.
Taking unsubscribe miles away from the visual pathway
Will that help reduce the unsubscribe rate? Hold on – It won’t! So, rather than setting your unsubscribe link way beyond visual pathway to reduce opt-outs, put it across at an ideal place, not quite above the fold, but also not in a hidden way below the fold.
No unsubscribe option
Now that’s super clever you must be thinking! Well, it’s actually not unfortunately! According to the legitimate commercial email laws, it is mandatory to provide an unsubscribe link or button in your email and if you don’t you are under the lens of the almighty!
Remember :
It’s better to provide an easy unsubscribe option than hiding it and rising the spam complaints.
Best practices to save your email relationship crisis
1
All except transactional emails should include an opt-out option.
2
There should be one click unsubscribe without requirement of password, according to the CAN SPAM act.
3
If a feedback form to be filled, pre-populate the email address or any other required information that you already have.
4
Enlist the present communication preference of the subscriber.
5
Thanks and confirm unsubscribe immediately. Preferably, don’t send a follow up email if possible. If you are to unsubscribe in certain time frame, mention it clearly. And, make sure the opt-out requests are handled not more than 10 business days.
6
Provide a link / phone number to reach out if there is an issue with the unsubscribe.
7
Clearly provide an option to “UNSUBSCRIBE”, don’t twist the message.
8
Sit and talk to make your relationship work. Include options to change email, change format, change frequency, change channel preference in the preference center. If you are collecting feedback, make sure that the same is easy to pick with multiple choice options.
According to the
BlueHornet Consumer View
Email Report, 47% of respondents said that if they were presented with
the option to “opt-down” during the unsubscribe process, they would consider it.
9
Don’t automatically unsubscribe without any message. Also, don’t resubscribe once your
promise an unsubscribe.
10
For high frequency email programs (like daily newsletters), provide subscribers with the option to receive a digest version on your unsubscribe page so you can provide "the best of" or a "weekly highlight" version and keep subscribers on your file.
11
Allow subscribers to take a break, let them pause receiving emails.
12
Include an “Unsubscribe from all” if you send multiple types of emails to recipients.
13
Provide opportunity to resubscribe and showcase alternate channels like social media
properties and mobile (SMS) to keep in touch.
14
Showing a larger than life future sneak peak before parting ways might add some life to your list.
15
Using video and images to save the relationship via email or on the landing page works well too.
16
Adding humor and real-time personalization on the unsubscribe landing page.
A few relationship savers (considerations) to stop subscribers stepping the unsubscribe ladder!
- Make sure you follow the optimum email sending frequency.
- Send targeted, personalized emails for better results and engagement.
- Implement the feedback asked to earlier subscribers who had chosen to leave you.
- Manage the expectations that you have promised during the sign-up on the preference center.
- Your subscriber might check your emails on the go and there upon, design emails for cross-device viewing environment.
- Watch language and tone of your emails. Immediately breaking up with rude message will spoil your impression. Never do it!
- Use automated workflows (triggered emails) carefully. Don’t bombard your users with system generated emails.
- Measure the unsubscribe rate constantly to ensure the practices are working or if there is any need to change.
Uplers design and code flawless emails, newsletter templates, landing pages, and digital assets such as banners.
In addition, we also offer email automation and campaign management services. To know more, email us at
contact@uplers.com or email us on email.uplers.com.
