Jan Carroza
Make sure you offer an Update Profile/Unsubscribe that has the flexibility to change an email address!
If you send email as a marketer, this format still remains one of the most compelling methods of sending your message to your loyal audience. Denise Wakeman of The Blog Squad took a poll asking which method her followers preferred to receive newsletters. The last time I looked at the survey, RSS was running neck and neck with email. So if email is an important way to send newsletters, let me present a retention issue for your email list.
You have a responsibility as an emailer to offer an opt-out functionality. Some have you reply with Unsubscribe in an email, and many use any of several email companies that have different methods.
Like many of my colleagues, I keep a main work email address, one for personal and yet another for my newsletters. I just don’t want my work email to get crowded with things I can’t read while I am in my work mode. So when I get the chance, I leisurely peruse my newsletters.
One of the crazy things that I notice is that when I want to change my email address, most of the emails DO NOT give me the ability to change my address. All I can do is Unsubscribe. So guess what?
Sometimes I just go ahead and unsubscribe. The marketer never knows that I would still be willing to get their email newsletters and I would scan them from time to time.
So look at your email provider or your format for emailing. How easy or difficult is it to change your email address? (ConstantContact, ExactTarget or SubscriberMail offer this functionality.)
Next thought: don’t send the user back to sign in to a website just to change their email address.
P.S. If you don’t offer opt-out, get with it quick. You risk lawsuits and fines. Search CAN SPAM for the law.
Give your readers the chance to update their email address. Not just this;
If you’d rather not receive this newsletter in the future click here.
Good example (and BTW) MarketingSherpa gets points for putting all these notes together at the TOP!
@social_dynamics
