There is some debate around unsubscribe processes. What is key, is that a contact should be able to unsubscribe quickly and easily from any mailing. But how quickly exactly? And is the contact fully aware of what they’re unsubscribing from?
Up until recently I was subscribed to a newsletter of an art collection. I didn’t tend to participate in their campaigns much as they used to send a single image advertising an exhibition and not much else. Being on the BlackBerry, I never got to see that image. I then received a true newsletter from them – one with text as well! As the structure had been through a complete makeover I was intrigued as to whether I could set some preferences in order to choose what types of communication I wanted to receive. As there was no preference link I decided to use unsubscribe instead, believing that maybe I could change my preferences there, or at least back out of the process – I was wrong!!
A single click and I was off the books. I thought it was nice that they followed this up with an email, however I didn’t like that the email came from their software provider and not themselves. I’ve not had the time to go back to their website and sign up again, but hopefully I’ll get there eventually.
I recently built an unsubscribe process for an events company that run two annual events within one of their divisions. They chose to give contacts a say in what they wanted to unsubscribe from;
The options: - I can’t attend the event this year but would like to be included in next year’s mailing.
- I can’t attend this event but would like to sign up to your other event mailing.
- I want to unsubscribe from all mailings.
The first campaign that used this unsubscribe process had 6% of the audience click on unsubscribe, but have a look at the results beyond that click - This year only - 3%
- Opt in to other event - 1.5%
- Unsubscribe - 1.5%
We therefore managed to retain 4.5% of our audience that thought they wanted to unsubscribe!!
Profiles and preferences are great to stop people from unsubscribing, but a quick, short selection on the “Are you sure?” page can be an extra step to help you to keep your contact base without alienating them.