The link to unsubscribe in email campaigns, helps marketers to understand their customers better. This encourages them to look for alternatives that would help retain customers on their mailing list for a longer time. The process gives us marketers, an insight into the  point of view of the subscribers - what are their needs and expectations?

Unsubscribing customers force the company to think out-of-the-box and prevent further people from unsubscribing. So if the whole process is designed well, it helps the email marketing strategy in reaching its goal.

It is good practice to provide the customer with the opportunity to unsubscribe

The primary reason being that if you do not provide the unsubscribe link, it is more likely that the consumers will report you to their ISPs as a spammer. The unsubscribe link should be easy to locate and use.

Marketers include instructions on how to unsubscribe in every promotional email, but they should understand that building customer trust is also very important. The customer should be given a chance to manage their inboxes by giving the unsubscribe option at other critical contact points.

Tips on getting something out of the unsubscribe option in your email campaigns

The first step towards this is to send the welcome message soon after the customer subscribes, in order to confirm the request. Sometimes it may happen that the customer will subscribe unknowingly, mainly because of pre-checked boxes on the registration form.

In this case, it is essential to include the unsubscribe method in the welcome email; otherwise, the recipient will be forced to receive unwanted emails that can bother him. This increases the risk of clicking the send to spam button.

Apart from being easily locatable, the unsubscribing method should also be straightforward. This discourages the recipient from clicking the spam button or from ignoring the messages.

Although the one-click URL, which is a one-step process, is used by most but a better option is a two-step process. Sometimes the recipients have an address change; in this case, the one-step process is the worst option. His interest or needs might even change or he might want to receive emails from you less or more frequently.

Here the profile pages will be of help in the reduction of unsubscribes and in giving the customers a more fruitful experience. In this method, some links take customers directly to the profile page and some ask for passwords to get through. If a password is requested, it is compulsory to add a ‘forgot password’ option.

This adds another step to the complete process and increases the chance of the recipient giving up and clicking on the spam button out of frustration.

The best bet is to use a two-step process. The first step takes the recipient to his profile page with the help of a click. The second step helps in confirming the removal request or changes in the individual’s profile. Adding other request removal opportunities works as a bonus, such as contacting the customer support if the profile page isn’t working or including webform contact information.

Along with this, other options for receiving information should be provided to the recipients. It is helpful to give the subscriber a chance to explain the reason for unsubscribing.

Another good practice is to acknowledge the unsubscribe process. This helps in building trust in the email campaign as this tells the subscriber that his request was processed immediately.

Unsubscribe from email lists

If a subscriber has decided to leave your mailing list, a graceful goodbye and vote of thanks for their past patronage helps in strengthening your relationship with your customers. The medium used to do this can be the same as the request removal.

The unsubscribing and subscribing process should be checked a minimum once a month. Nearly half the marketers do not test the unsubscribe method once it has been set up and only one in four checks the process only after receiving the complaint about it being not working.