I’m not sure why, but the unsubscribe process has been on my mind a bit lately.
Last week, I shared how Wine Library sends a one-off, post-unsubscribe email. Today, I recorded a short (3 minute, 38 second) screencast detailing how one company makes the unsubscribe process somewhat challenging.
Please watch this screencast, then keep reading below for some more thoughts.
Having trouble seeing the screencast above? View it directly on Screenr.
As discussed in the video, I think the email unsubscribe process is one of those things that doesn’t get enough attention from email marketers. In many instances, it’s slapped on to the bottom of the email without much thought at all. It’s normally dropped in the footer of the email and … that’s it.
Jason Falls and I dedicate a section of our book – The Rebel’s Guide to Email Marketing – to the unsubscribe link. We encourage marketers to “break the rules” and test moving the unsubscribe up to the top of the email … and even making it glaringly obvious, as Chris Penn does.
However, whether you are breaking the rules or just putting the unsubscribe link at the bottom of your emails, be sure you are aware of what your unsubscribe process looks like. Are you making it difficult for your readers to unsubscribe or are you employing a one-click unsubscribe? Are you sending a one-off, follow up email or are you sending them to a confirmation landing page and that’s it?
I’m curious about your thoughts on the unsubscribe process. Please share in the comments below!
As mentioned above, Jason Falls and I just wrote a new book about breaking the rules of email marketing! In the book, we talk about the unsubscribe process. In The Rebel’s Guide to Email Marketing: Grow Your List, Break the Rules, and Win, we share with you all sorts of email marketing “best practices” individuals and companies are breaking each and every day … and still finding success.