Unsubscribe vs. Update Your Email

I really wouldn’t think this would be such a tough topic for email marketers to understand.

I can’t even begin to tell you how many emails I receive each day at the email address that I’m migrating away from (because as soon as I leave Road Runner, I’ll lose it) and how many companies would miss the chance to market to me if I didn’t take the time to return to their site and re-sign up for their email newsletter… all because of one simple mistake:

they only provided me with a link to unsubscribe from their newsletter… rather than a link to manage my preferences/online profile/information or to update my email address!I can guarantee you that there are many busier (or lazier) individuals out there who will just click “unsubscribe” and go about their merrily. What are you left with? A shrinking audience.

Remember – visitors to your website and subscribers to your email newsletters need to be handed their options on a silver platter in the easiest to navigate and understand manner as possible. Without boiling your content down to it’s most basic essence, you might unknowingly compromise your effectiveness and (gasp!) – your audience altogether.

Merry Christmas, happy holidays, and best wishes for a successful 2009!

• Category: Communication, Email Marketing