- Unsubscribe from your unwanted [email] subscriptions
- Discover. Try out personalized recommendations
- Organize. Receive a daily overview of the subscriptions you like
As an email marketing guy, I’m most intrigued by the first one – Unsubscribe from your unwanted subscriptions. I signed up for the Beta program and am “awaiting my official invite.” To be fair, this initial review of Unroll.me is not based on me using the service as I don’t have access yet.
I also have mixed feelings. On one hand, I get pumped every single time there is a mention of email marketing (like this video interview of Chris Brogan). On the other hand, it makes me cringe a bit to think about a service that makes it easy for someone to “mass” opt-out of email marketing messages.
The opening paragraph in that Mashable article jumped out at me.
Yesterday I was subscribed to 271 newsletters. Today, after putting about 10 minutes of effort, I’m subscribed to just the 17 of them I find useful…
It got me thinking, is the average consumer really subscribed to 271 email newsletters? If so, do they only find 6.2% of them useful? In a very unscientific, not statistically significant, uber-biased “study” I initiated on Twitter and Facebook where I asked how many unwanted emails people were subscribed to, I was surprised by the numbers.
- 20 (since Jan 1)
- 4 per day
- All of them
Because things like this happen: “If you’d like to unsubscribe, please click here. <I click there> Please enter your password. <enter password> We’re sorry, we don’t recognize that password.” THAT is why.
It drives me crazy that they say click here to unsubscribe and then they make you enter your email address again. I have several email addresses that push to one centralized email address and sometimes it takes a few tries to remember which one it was. Multiply this times 100 emails. It’s easier with unlimited storage in gmail just to ignore them.
That being said, depending on the adoption rate, Unroll.me could have some serious implications for email marketers. Will it “change your life” like it did for Evan Gramis?
— Evan (@EvanGramis) February 22, 2012
Unlikely, but …
What Unroll.me Means For Email Marketers
In the email marketing world, we preach relevance, value and timeliness. With a service like Unroll.me, value becomes that much more critical. If your email is no longer providing value, consumers will – in one fell swoop – unsubscribe from your list. All of that work, all of that effort, all of that time you invested to grow your email marketing list is gone.
However, in many ways that’s also a good thing. Why? It forces email marketers to stand out – to be different. It forces them ensure that every single email they send passes the “Holy Smokes Test” (hat tip to Jason Falls for my new go-to phrase).
It may even force them to break the rules … just a bit … to see what works best for their subscribers.
Getting consumers attention these days is increasingly difficult. Between social media networks like Twitter and Facebook and Google+ and LinkedIn to QR codes to text messaging, we are bombarded with marketing messages – always, everywhere. However, as I’ve preached many times before (and will continue to) there is nothing more valuable then an email address.
Email addresses are the currency of the web. Use can use your email list to nurture prospects through the sales funnel as well as keep your current customers, clients, and fans informed on what’s happening in your business. Most importantly, an email marketing list can easily be segmented to best target specific groups. While it’s certainly possible to segment your social media followers, it’s a lot more difficult.
What do you think? Does a service like Unroll.me change the game for email marketers? Does it force us to up our game? Or is it just another passing fad?