This got me going… and I had to share.
If you don’t know Scott, he tweets about social media and marketing with a very unorthodox mindset – which I appreciate and respect. His Twitter handle of “unmarketing” says it all. Similar to my authentic Internet marketing approach, Scott looks for the real, genuine and authentic way to market a business online using email marketing, Internet marketing and social media.
Scott recently tweeted something about the process of unsubscribing from someone’s email list (see below). Ironically, the timing couldn’t have been better (I’ll share more on that in the p.s. at the end.)
If your "one-click" unsubscribe email link is actually 4 clicks, you're doing it wrong.
— Scott Stratten (@unmarketing) July 15, 2012
Can you relate? I sure can… And, I had to share by retweeting it on Twitter. As did 40+ other people that supported his tweet about the occasional and unfortunate process of unsubscribing from someone’s email list when it’s done in a non-ethical, non-intuitive and non-authentic way.
It got me fired up to share some of the reasons why this is just so wrong. Interestingly, I just looked at the other @replies to Scott’s original tweet to see other examples (including mine) as to why this not the right way to go about having people opt-out from your list.
Listen, someone at some point may decide to leave your list. And, as I shared in an earlier post about why that’s a good thing – you don’t want to make them feel bad or irritate them by making the process more difficult or cumbersome than it really is. A simple one-click unsubscribe will do.
So, in the interest of showing “how to do it right.” Here are some examples of what NOT to do when people choose to unsubscribe from your list.
Forcing subscribers to login into their “profile” to access “subscriber options.”
@unmarketing Ugh – that annoys me so much. Or when you have to login to access your "profile." Blah…
— Derek Fredrickson (@derekfred) July 15, 2012
Sending a confirmation email after I unsubscribe.
@unmarketing and what's worse is when you unsubscribe and you then get an email from them telling you that you've unsubscribed. Unnecessary!
— Carly Rullman Walsh (@crullmanwalsh) July 15, 2012
I mean is it just me or does this seem 100% counterintuitive? I just opted out of your list because I don’t want to receive anymore emails and you send me ANOTHER email? When does No actually mean No to you people? When I hit unsubscribe that means “don’t email me again, please.” Else, I’m reporting email spam on you.
Forcing the subscriber to re-enter my email address. For real? Of course you have my email address because I am receiving emails from you – so why do I have to re-enter it? Seriously.
Actually “unsubscribing” and still getting emails. Yes, this does happen. I happen to be on an email list where I have opted out several times (and they use all these sneaky tactics above) and I STILL receive their frickin emails. I’m at the point now I had to setup a rule in my email program to auto-delete their emails when they get delivered. I’m sure subscribers like me don’t skew their email metrics at all… right…
Designing your unsubscribe page like a website from hell. I’ve visited a web page to opt-out and it literally looked like a scrabble board – letters and forms and buttons and images all over the place. I don’t mean to toot my own horn – but I get websites – and am pretty crafty about working my way through some pretty horribly designed pages to figure out what to do. But some of these opt- out pages – totally stumped me. Kudos to them for making it hard for me – and keeping a pissed off subscriber. Big win, huh?
These are all measly attempts to keep subscribers – which is pathetic and pitiful. I feel sorry for people that do any of these – or shame if you do all of them. If you’re actually successful on keeping subscribers because the opt-out process is so darn difficult – do you actually think these people will want to receive (let alone open and read) your emails? No!
If anything, you’re setting yourself up for failure – because they most likely will report spam on you for not being able to opt-out.
Here’s the deal – if you’re doing any of these – please stop. Perhaps you don’t even know what your opt-out process is about. Well, test it!
If your email marketing platform doesn’t allow you to customize any of these options or remove them entirely – think about moving to a different provider that makes it easy for people to opt-out. Not only are you hurting your business by pissing off subscribers – you’re rubbing people the wrong way and that’s just morally wrong. They may come back later – but not if you piss them off while they’re leaving now.
Until next time… Learn It, Love It, Live It!
p.s. Why was the timing of this perfect as I mentioned earlier? As this tweet conversation was going on – I was having my own “opt out from hell” experience trying to unsubscribe from a list as they pitched me some offer repeatedly for days. Their weapon of choice to keep me subscribed? The famed “login to your profile to access your subscriber options.” Buggers…