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However good your email is, people will unsubscribe. It could be down to people becoming uninterested, changing jobs or simply being proactive and preferring to visit your website for information instead. Unlike in the print industry, where newsletters are simply thrown away, email marketers have an opportunity to gain feedback, improve and possibly gain more sales as a result. So investing time on people who unsubscribe from your email lists may seem counter-intuitive at first, but it can provide a valuable source of constructive feedback required to improve your marketing. Make it easy to unsubscribeThere isn't any point making it difficult for people. If they want to unsubscribe, let them. As required in most cases by law, you should have an unsubscribe link at the bottom of all of your marketing emails. By making it easy, it reduces the chances of your legitimate emails being marked as spam. The best way to test if the unsubscribe process is easy is by checking it yourself. The user should not need to go through multiple pages or require a password to unsubscribe, it should be as simple as possible. By testing the process, you're also testing it works. Have you tried it in all web browsers? Ensure all mailboxes have plenty of space which may prevent people from unsubscribing. Many require recipients to simply send a blank email to unsubscribe, resulting in some emails being overlooked and of course means you'll get zero feedback. The answer is to revert to using web based unsubscribe forms. Improving your unsubscribe formThe unsubscribe form has the potential to provide plenty of useful information, but it's often a single field for the would-be unsubscriber's email address, even though subscribers may have a range of potential reasons why they are choosing to opt out. Providing more options can be a way of changing their minds. By providing subscribers the option to manage their subscriptions they may choose to opt-out of one email list to join another better suited to them. It's important not to ignore the subscriber wishing to unsubscribe, but by politely explaining there are other options (frequency of mailings, blogs, podcasts, RSS feeds etc.) there is a good chance that they may not leave you entirely. It's certainly not unknown for subscribers to have difficulty viewing an email due to the different way email clients display layout and graphics. Consequently you may wish display support contact details in case the reason for unsubscribing is a problem with viewing your emails. When all else failsSo, your subscriber is convinced they want to unsubscribe? You can still gain valuable information for improving your email offerings with a short survey asking why they are leaving. A checklist is better than a free text field as it will be more likely to provide a response. It's important to get the subscriber to do the survey before they have submitted their unsubscribe, as after they have hit that button, the motivation is gone.
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