Never underestimate the unsubscribe link in email.
Although it is what it is – in many cases a lost client – you can reinforce your way of thinking and make the most out of your unsubscribes. There are many different ways to try avoiding opt-outs, but sometimes unsubscribe link in email is the only feedback you’ll ever get. And remember – no clever way of placing (or omitting for that matter) of the unsubscribe link can save against a client who has lost interest in your services or products.
You need an unsubscribe link because:
- You want to be polite to your customers.
- You want to comply with the CAN-SPAM act.
- You want to remain in good terms with your clients even after they’ve left you.
- You want to gain useful information whenever a client unsubscribes.
- You want to keep your list clean.
- You don’t want more bad feedback from clients who would’ve left anyway.
…and the list goes on.
Simply put, you need an unsubscribe link, and to make the most of it, you should also include a simple textbox at the opt-out link where the user can write his reasons for leaving your list. While many users will leave the text box blank, you will gain enough information from those few who fill it.
Furthermore, think about the placement of the opt-out link. The latest studies indicate that a counter-intuitive unsubscribe link at the top of your e-mails reduces the number of spam complaints. As spam complaints usually come from inactive subscribers, you could simply join them in a segment and place the link in the top of the e-mails they receive.
You can gain valuable information from unsubscribing trends. An example of this would be an opt-out rise after you’ve sent too many e-mails during a week (4-5+). If there’s such a rise in clicks on unsubscribe link in email, it’s time to decrease the e-mail volume. Maybe you aren’t using segments when sending the information and you need to send more targeted information when you see people unsubscribing after an apparently normal campaign?
And lastly, remember that nothing is really black and white when someone unsubscribes. The client may simply have chosen a different medium (Twitter?) to communicate with you; maybe the client has too many lists he/she has subscribed to. An opt-out doesn’t mean that your list is bad. A hundred opt-outs a day could indicate something, though.