No matter how much effort you put into targeting your marketing emails, and crafting the perfect subject lines and calls to action, you will still have some readers who will want to unsubscribe from your list. You should make this process as simple as possible for your readers. However, you still may be able to change their mind. A well thought out unsubscribe page could encourage your readers to stay with you, and will help to cement your company’s positive reputation. Here are some best practice tips:
Give Your Subscribers Options
A reader may want to unsubscribe from your mailings because they are irrelevant to them, or because they are receiving them too frequently. Instead of only giving them the option to unsubscribe, give your readers a variety of options. Let them choose which of your mailings they wish to subscribe to, let them choose how often they want to receive your emails, or let them choose to have the mailings sent to a different email address. This could be enough to help you retain your subscriber.
If you can, try to find out why your subscriber wants to stop receiving your messages. Include a simple survey (a few multiple choice questions) on your unsubscribe page that will let your customers tell you want they don’t like about your marketing emails. This can then help you shape your future email marketing efforts. However, make sure that your survey is optional. Your readers should be able to unsubscribe without giving feedback if they want to.
If They Really Want to, Let Your Subscribers Leave
Occasionally, you will have a subscriber who is determined to leave, no matter what options you give them. Therefore, you should also give your readers the option to unsubscribe from all future mailings on your unsubscribe page.