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Reengineering the unsubscribe

by pbarnhart
5 replies
Its a rare occasion when I actually find myself going tweet->blog post->rethink

But I came across an excellent blog post this morning on the transaction we usually dread - the unsubscribe.

Unsubscribes, lets face it, they do hurt a bit. Its rejection, a relationship ending. A FAIL. No matter how you rationalize it, I think a lot of list owners cannot just look at unsubscribes without a twinge of :confused:

If you own a list, you will tweak something after reading 10 Unsubscribe Page Best Practices

So what, if anything, do you do in the unsubscribe process to leverage that last bit of info/intel?
#reengineering #unsubscribe
  • Profile picture of the author DianaHeuser
    There are some really good ideas in there. Thank you

    Di
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    • Profile picture of the author Ed Hall
      Banned
      [DELETED]
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      • Profile picture of the author Shaun OReilly
        As a list owner, I view unsubscribes as a SUCCESS
        rather than a FAIL.

        Why?

        I provide a specific and often polarizing message in
        my e-mails and an unsubscribe means that I'm not
        the right fit for the subscriber.

        The worse thing you can do is to focus on minimizing
        your unsubscribes where you end up treading on egg
        shells and pandering to keeping everyone happy on
        your list. (An impossible task).

        Instead, take a strong stand and attract people who
        resonate with your message - and repel those who
        don't.

        That said however, the blog post you linked to was
        interesting for providing strategies to minimize the
        unnecessary unsubscribes from some people who
        do like your message but would prefer a different
        approach.

        Dedicated to mutual success,

        Shaun
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        .

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        • Profile picture of the author tpw
          Originally Posted by Shaun OReilly View Post

          As a list owner, I view unsubscribes as a SUCCESS
          rather than a FAIL.

          Why?

          I provide a specific and often polarizing message in
          my e-mails and an unsubscribe means that I'm not
          the right fit for the subscriber.

          The worse thing you can do is to focus on minimizing
          your unsubscribes where you end up treading on egg
          shells and pandering to keeping everyone happy on
          your list. (An impossible task).

          Instead, take a strong stand and attract people who
          resonate with your message - and repel those who
          don't.

          That said however, the blog post you linked to was
          interesting for providing strategies to minimize the
          unnecessary unsubscribes from some people who
          do like your message but would prefer a different
          approach.

          Dedicated to mutual success,

          Shaun

          Agree 100%.

          Besides, why do we want people on our lists who are only luke warm or uninterested in what we have to say.

          Most mailing list service providers charge us by the subscriber, so it is best to get rid of those who aren't interested in your message early in the process.
          Signature
          Bill Platt, Oklahoma USA, PlattPublishing.com
          Publish Coloring Books for Profit (WSOTD 7-30-2015)
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  • Profile picture of the author davejug1
    You can please all of the people some of the time, and some of the people all of the time, but you can't please all of the people all of the time.

    What a lot of marketers make the mistake of is using their list as a pitching tool, nothing more or less. A subscriber needs involvement, interaction and engagement. If you don't do that then you're mis-using it IMO
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    Expertise comes not through knowledge or skills, but through practice
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  • Profile picture of the author Sornie Samante
    Personally, I don't mind getting back those people, in the end they don't have any interest to what I am promoting so therefore I can say that they are unimportant to the list I am building. To see too much people unsubscribe is normal thing for this industry.. sure, we can't please all the people all the time. so there.
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