Email Marketing 2 - Saying goodbye

You can’t please all of the people all of the time, and sometimes your subscribers will not want to remain on your list any longer. Later in this series we will look at how to understand why people unsubscribe and how to overcome any problems you may have in your content, but for now the golden rule is to let them go.

There are 4 ways in which someone can unsubscribe, and you must have your technology and processes setup to deal with all 4 methods.

:: Clicking your unsubscribe link
:: Replying to your email with the word ‘remove’ in the subject line
:: Replying to your email with the word ‘unsubscribe’ in the subject line
:: Writing to your business address requesting removal

Many of you will have aggressive targets in place for list growth, but not unsubscribing people who have requested it is counter-productive and can lead to deliverability issues and legal action.

However, there are some techniques you can use to try and keep your unhappy recipients.

:: When they click on the unsubscribe link, take them to a page that gives them opt-in / opt-out choices from your different types of emails, i.e. opt-out from 3rd party comms but remain on the newsletter. I have seen this cut the unsubscribe rate by 30%.
:: Take the time to ask them why, and make sure you reply where appropriate (and practical):: Give the opportunity to alter the frequency of the emails they receive; commonly unsubscribe requests are generated because they get behind in reading your emails and feel they are not of value


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