Continue to Embrace the Unsubscribe

Continue to Embrace the Unsubscribe

Fear & Placement Go Hand In Hand One of the greatest fears for organizations that have a substantial email program is that of list attrition and stagnated growth in the subscriber base.  List attrition happens when subscribers issue a spam complaint, their addresses bounce, or they “naturally” unsubscribe. A “natural” unsubscribe occurs when the subscriber takes the time to find the link, clicks on it, and proceeds with whatever unsubscribe process the company has put into place. Companies view the unsubscribe as a threat and a failure to the long-term viability of the program. Truth be told, some companies are just plain scared of subscribers leaving their list, because someone in the organization believes that bigger lists are better. Over the years, the common practice by organizations is to place the unsubscribe link at or towards the bottom of the email. Some make it clearly visible while others find ways to hide it, either in the legalese, via a smaller font, or,...
Read More
Why the unsubscribe experience does not have to suck.

Why the unsubscribe experience does not have to suck.

I have a theory that I would like to share.  I have no data or studies to support my theory, but what I do have is evidence in the experiences that I have gone through while trying to unsubscribe from many brands over the years.  My assumption is that those of you reading this post have gone through your fair share of unsubscribe process' and in fact may have even created or revised a few in your days as a digital marketer. My theory is that a large portion of organizations fear the unsubscribe. They fear the number, the process and the permanent nature of the act.  With this mind, my theory is that most unsubscribe experiences suck, but I honestly believe that they don't have too.  In fact, I am willing to say that the unsubscribe experience at all brands should be a great one.  I say this because in some cases, it might be the last experience that people...
Read More