Your Unsubscribe Process is Hurting Your Brand

Advanced Email Marketing Tips Your Unsubscribe Process Could be Hurting Your Brand

Unsubscribe Process
Do you immediately honor unsubscribe requests or do you have such an arduous process to remove people that it involves many manual steps and takes weeks?
The full blog post is available here:
http://emailmarketingtips.verticaltraction.com/2010/06/16/hurtinghelping-your-brand-with-unsubscribe-process/

Risks
Subscriber marking email as SPAM
Subscribers start trashing your brand in social media
ISPs notice you send to “inactives”
Paying distribution costs for those who don’t want your emails

Recipients Fight Back
@Fulcrum_CR haha. I swear i have clicked unsubscribe AT LEAST 3 times on this sodding newsletter and every couple weeks I get another :@
RT @seanprice: how many times do I have to click UNSUBSCRIBE before you get the point?? > Once more please Sean :>
how many times do I have to click UNSUBSCRIBE before you get the point??
Annoying: Unsubscribe buttons that don't work. Result: Disinterest in the subject becomes resent toward the sender.
Today = Unsubscribe day ... Too many worthless newsletters in my inbox. Time for spring cleaning! #Unsubscribe

@tagetik the unsubscribe link does not offer me a unsubscribe possibility

I hate it when I have to type in my email to unsubscribe. You emailed me, you SHOULD have it. 1-click should be plenty.

I've been going on an unsubscribe rampage today. If your company emails me, you better have a bloody unsubscribe link!

Do you waste time deleting unwanted items in your inbox each day? UNSUBSCRIBE from newsletters and mailing lists that no longer interest you
It is easy to subscribe for things on the net that send you emails... SO DAMN HARD TO UNSUBSCRIBE!!! ARGH >_< #AshysInbox
Dear Myer, why does it take 5 working days to unsubscribe me from your mailing list?

how many times do i need to unsubscribe my email from the gd KABOODLE email list that i never signed up for??!!
the inability to unsubscribe from TechDay is driving me mental

not happy with @delloutlet USA,click unsubscribe in email,then 2nd time,then again,then check boxes,then finally submit..arghhhhhh

Is it strange that, whenever people unsubscribe, i actually feel relieved because that usually means a hater/negative subscriber has left?

RT @KISSmetrics: Unsubscribe links at the TOP of your emails can lead to higher conversions http://kiss.ly/bkT374 #measure

What To Do About It
Don’t hide your unsubscribe link
Don’t use vague phrases – use unsubscribe
Immediately honor unsubscribe requests
Counter the desire to unsubscribe by offering more targeted subscription options e.g. offers, news, updates, etc.

Other Posts You Might Find Useful
Ideas for preventing list attrition: Content Dethroned as King http://emailmarketingtips.verticaltraction.com/2010/05/19/content-dethroned-as-king/
Monitor and repair your email reputation: How to Manage Your Email Reputation http://emailmarketingtips.verticaltraction.com/2010/03/05/how-to-manage-your-email-reputation/

About
I’m a 15-year veteran of interactive marketing
For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
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http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

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Your Unsubscribe Process is Hurting Your Brand

by vertical traction on Jul 21, 2010

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Your Unsubscribe Process is Hurting Your Brand — Presentation Transcript