Just a quick word about a problem that is really irritating to me personally and I’m sure others have also been confronted by it. When you design your email unsubscribe page, there are many things you can do to try to help the potential customer stay subscribed. These will be the topic of future posts. For now, I want to make sure you do this….
Please allow the subscriber to simply change their email address!
People change email addresses frequently. I have about 8 email address. Two are personal and the rest are for various business purposes. I recently decided I would like all my emails from marketing blogs I follow to go to one dedicated address since I read them all at a certain time of day and it’s just easier for me.
I didn’t want to unsubscribe, just change the address at which I received the emails. I was actually amazed at the number (vast majority) of sites that simply wouldn’t let me do that. There are some who have, in addition to the unsubscribe link at the bottom of the emails, a “change my email address” link. That’s fine, good in fact. But no matter which link the reader clicks, they should always be able to change their email address.
My only option was to unsubscribe and then locate and go through their subscription process again. After a few rounds of doing that, I gave up. I unsubscribed from everyone who wouldn’t let me change my address right on the unsubscribe page. I figured if I ever ran across another of their posts that I really liked, I’d eventually re-subscribe. It did help clean up my subscription inbox I guess.
This is not what you want to happen to any of your subscribers. If you’re customers are businesses, it is even more important. After putting so much work into your email campaigns and blog posts, don’t lose readers to something so simple to remedy.
Well that’s the end of my Friday rant. Hope everyone has a great weekend!