So I’ve had a crazy week with two computers going AWOL on me and as you can imagine the email piled up. Then found my IP got blacklisted. Not fun. I’m finally taking the jump I should have 6 months ago to feed all my mail into a help desk. But as I prep I’m unsubbing from dozens of lists and will reconnect in other ways (RSS readers, etc).
I’ve noticed the unsubscribe processes vary a lot from list to list. Some were seriously annoying like the one that had me click a link, verify on a web page I wanted to unsub, then wait for another confirm email, click a link in that email, and then they sent me another email to confirm that I had confirmed that I did indeed want to unsub. Wow. I guess they wanted me to be really sure! But instead of finding this reassuring that they were listening to my needs it was more like jumping through hoops.
Another I clicked then got a page asking me what email address to unsub. Yeah… don’t you already have that info if you emailed me and I clicked the link in my email…?
But one had a very cool example of great marketing, listening to what subscribers might want, and delivering!
I’m subscribed to Ron Paul’s Campaign for Liberty email list and although I’m interested in the content, I was getting too many emails for everything else I’m juggling (and to be honest I already catch most of it through news sites I read regularly). So I thought I’d unsub. Clicked the link and got a simple unsub page – with THREE options:
- I want to stay on the list (accidentally clicked the link)
- I want to stay connected but with LESS EMAIL please
- I want to unsubscribe
(These aren’t word for word, I clicked off the page too quick to catch it, but it’s the basic meaning of the options–they had better wording on their versions.)
Well cool! I choose door #2 and stayed subscribed with the very clear understanding I’ll get only the most important 3-4 alerts a month from them. How nice is that?
Naturally I had to look into how to implement this option myself and found that Aweber makes it easy to do something similar and re-engage subscribers before they opt-out:
It’s not exactly the same, but close enough that I think I’ll likely set it up and give my subscribers more options.
See what options you can offer on that unsubscribe page and make it easy for the subscriber instead of annoying them when they’re on the fence and you might still be able to keep them around.
If you’ve got a list, it’s something to think about!