Reduce spam complaints with easier unsubscribe process

For the email marketer measuring performance of his or her campaigns, the number of unsubscribes becomes a red flag of warning. While unsubscribes are undesirable, the process must be easy. This latest System Update makes unsubscribing easier.

When the recipients of your email offers find it hard to unsubscribe, they can opt instead to report your message as spam to their ISP. This is worse than losing the one email address. Your email marketing program's reputation suffers from any such complaints, and this reduces the rate at which messages are delivered to your remaining subscribers' in-boxes in subsequent messages.

Now the would-be unsubscriber is presented with two clear options:  "unsubscribe from all" publications or update the publications to which he or she is presently subscribed. The first option is dumb obvious. The second presents an opportunity to salvage the person / email address by appealing for a better match. (This is another reason why it can be advantageous to offer more than one "publication" to your email subscribers, with your publications differing based on frequency and content.)

Background: There are two ways to access the unsubscribe page. The first method would be for a shopper to click on the unsubscribe link in the footer of any web page in your website. In this scenario the shopper would then be required to enter his or her email address in order to continue. The second method would be for a shopper to access the unsubscribe page through a link from an email marketing message. In this scenario, the email address field would automatically be populated with the message recipient's email address.

Take advantage of the new "Teaser Spot" available at the top of this unsubscribe page to explain your value proposition, making a last minute offer or appeal. 

Should the "unsubscribe from all" button be selected, the site visitor is next shown a new unsubscribe confirmation page. This page also has a new Teaser Spot. Use this as a merchandising aid to direct the visitor to somewhere in your web store, or perhaps link to a quick survey form asking why he or she unsubscribed.