Insights
When someone unsubscribes from our mailing lists we have to resign ourselves to the fact that the game is over …. well, nearly anyway!
You may feel discouraged and frustrated that your endless efforts have all been in vain. All that time invested in thinking up the best subject lines, carefully mulling over the right amount of content, designing your call-to-action placements and filtering your data to be more targeted … and your subscriber has rolled their eyes or seen red and clicked on the unthinkable …. the unsubscribe link.
But it’s not all lost! You can possibly save your esteemed subscriber at the last minute and not have to bid them a long-lasting ‘adios’. With these tips, we are hoping you can still hold onto your valuable contacts for longer than you think.
Give preference options on the unsubscribe page
Many times the choice to unsubscribe from all email communications is the only option presented and no other alternatives are offered to change the desired subscription status.
A centralised unsubscribe portal allows your subscribers to adjust and refine their subscriber profile and you have one more chance to keep them around! Concentrate on frequency, content and types of communications and you cannot go far wrong.
Use this moment to encourage your almost-departed subscriber to sign up for additional newsletters, giving you more opportunities for engagement.
Don’t use the one-click unsubscribe
It’s just too easy for your users to accidentally click and inadvertently unsubscribe, costing you a valuable supporter you worked hard to acquire.
Content and design
Be eye-catching and use a little humour if fitting. The last thing you want to do is part on bad terms. Don’t make unsubscribing an overly complicated process, or skimp on the design of your page just because it seems your subscriber no longer wants to hear from you. Pre-populate the unsubscribe form with the subscriber’s email address or other data to show yourself gracious - don’t force your subscriber to work in order to leave your list.
Use the opportunity in your unsubscribe page to show you recognise the leaver (or almost-leaver) as being very importance to you and use the emotional touch. Let them know that you’re are human too and what it is that they’re saying bye to .. they might actually be less swift in hitting that "unsubscribe now" button.
Unsubscribe confirmation email
Rather than painting a sorry picture of yourself, follow up with a polite and friendly notice to send them one last email … the confirmation of unsubscribing. Leave the door open to return as they please and always end on good terms.
Your confirmation of unsubscribing email should offer other ways to keep in touch via social media. Even after unsubscribing from email newsletter it’s not the end. Just because a user doesn’t want email from you, doesn’t mean they want it replaced with silence. If you have a subscribe button on your Facebook and other social media sites you just may bring them back into the email fold again, especially if the unsubscribe process has been pleasant and friendly.
Find out why they want to go
Use the opportunity to always ask your un-subscribers why they’re leaving – you’ll need this information in order to make your content better for everyone. You may wish to include this as a question within your unsubscribe form or you can simply use a survey feature. If you don’t have either, KISSInsights is an excellent little survey tool to give your subscribers a chance to voice their concerns.
Set time expectations
Within this confirmation email, it’s recommendable to explain to your subscribers when their email address will be suppressed. This may be immediately or may take some time (depending on your internal setup) but be sure to inform as the last thing you want is for them to think you’re wilfully ignoring their request, (CAN-SPAM allows up to 10 business days).
Leave the door open and show good manners
Consider including a re-subscribe button in your confirmation unsubscribe email, you never know if you can catch a repentant leaver at the last minute and pull them back in to subscribing again.
Never give up or be discouraged! At the end of the day, unsubscribes are a natural part of any email program. In some ways it’s better to have an unsubscribe rather than languish unengaged on your list and bring down your engagement rates.
Using best practices and having a plan to reduce, prevent, and welcome back these leavers can make a great and positive impact.
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