Opt out best practices
We've all had to experience the disappointment of an opt out, and in email marketing, it is bound to happen. Having a solid opt out process when subscribers choose to bow out of your communication is important and can create a lasting impression on your brand.
There is a range of ways to ensure you are focusing on best practice in your opt-out process. I've outlined a few suggested methods you might want to incorporate or consider in your opt-out process.
Above all, don't make your opt-out process challenging for your subscriber. Provide plenty of options and ensure they have a clear and simple path for their subscription updates.
There is a range of ways to ensure you are focusing on best practice in your opt-out process. I've outlined a few suggested methods you might want to incorporate or consider in your opt-out process.
- Be compliant - always, and I always stress, be compliant with the CAN-SPAM Act of 2003. This is fairly straightforward however you should always be aware of the steps to be compliant in this process. If you're new to the industry, and you need to familiarise yourself with the Act, you can see more here - https://www.ftc.gov/tips-advice/busi...guide-business
- Avoid misleading headers - while a catchy subject heading is fine, be careful only even to include information which is relevant and honest. Be careful not to include a false statement to entice your audience, as anything misleading can be reported and there are fines.
- Tell recipients where you're located - the benefit is two-fold here, you should let people know where you are to ensure the message is relevant and also this may assist in their decision-making process. Include this at the bottom of your email - either include an office street address or a mailing address.
- Provide info on how to opt out - if your subscribers want to opt out don't make it a challenge for these and make the process difficult. Most opt-outs are in the footer and are easy to detect. The simpler you make the process the better.
- Honour opt-out requests promptly - instantly updating your list and responding with an auto responder is best. Ensure any opt out is managed quickly and without error. In your opt-out message consider offering the option to your subscriber to change the communication options which may include a range of campaigns or regularity for emails. Add a step to your opt-out process to ensure your subscriber knows all the options before unsubscribing.
- Monitor your frequency - if you're noticing a spike in unsubscribes due to email frequency, be sure to keep an eye on your analytics to determine if this is due to email frequency. Tweak as necessary for optimum results.
- Ask about frequency - give your subscribers options about frequency as this may offer an alternative to opting out.
- Provide other options - in the unsubscribe pages provide the opportunity to update your email preferences to other options which may suit the subscribers needs a little better. Presenting a variety of options is often a great way to meet changing needs of subscribers.
- Provide an update details option - often if users are moving email accounts they may consider cancelling all campaigns, provide an option to update emails in the campaign to see if they are searching for this option rather than a complete opt out.
- Suggest alternatives for following - if your subscriber is going to opt out you can offer a range of alternatives for communicating and include social media links for them to follow as well as or instead of your emails.
Above all, don't make your opt-out process challenging for your subscriber. Provide plenty of options and ensure they have a clear and simple path for their subscription updates.