How to properly handle email marketing opt-out
posted by Mike Petsalis in Best Practices on Mar 09, 2011
I provided an example of how not to do opt-out in email marketing in a previous blog post and commented on how well-regarded companies often get opt-out wrong.To be fair, in this post I’ve included an example of opt-out done right. The example below requires two clicks from me. Not bad, although a single click would be even better!
The email newsletter I received contained a reasonably visible link and used SafeUnsubscribe for the removal. [Pretty good so far.]
So, I click on it and get sent to a web page. [Aha, glad to see they know me and that I don’t have to re-type my email address. Nice, thanks.] Extra bonus points go for allowing me to unsubscribe from all their communications at once.
I click on Save Changes and go to another web page. They thank me for my patronage and kindly ask for feedback on why I am unsubscribing. I am feeling so positive about this opt-out experience that I will actually leave a comment.
Let me know if you’ve got any similar positive examples or, even better, ones that do it with 1-click only.
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Comments
What’s the best email marketing script or service? I would like one with a vacation opt-out option for members/subscribers—so they could set the dates not to send but then be back in the loop after their vacation.
By Stephen on 2011 04 21
@Stephen
Great suggestion Stephen, thank you. You could also use an email productivity tool that automatically funnels newsletters (or bacn) out of your inbox. When you come back from your vacation, you can spend a few seconds looking over the titles, without being daunted by an overloaded inbox.
Check out my post on that subject: http://www.emailsecuritymatters.com/site/blog/email-security/email-overload-the-vacation-return-dream-or-nightmare-part-6/
By Mike Petsalis on 2011 04 28
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HubSpot (great inbound marketing resource) has a one-click unsubscribe process.
By Damien Ramé on 2011 03 15