When someone wants to unsubscribe from your email list, let them. Don’t make a fuss about it. What’s the point?
I know, I know. Each subscriber is incredibly important to you. They represent potential new customers. And future sales. And the bigger your list, the more you can charge advertisers to rent it.
Yes, an unsubscribe is not something marketers want to happen. We’d love for everyone to stay subscribed forever.
But what good does it do us to keep someone on our lists who doesn’t want our emails anymore. The answer is simple: it does us no good. So let them go.
Don’t force them to fill out a form. Don’t force them to confirm that they want to unsubscribe. Don’t force them to unsubscribe to each individual list.
Make it as easy as possible to unsubscribe with one click.
And please don’t make the one mistake guaranteed to piss people off more than anything else mentioned above. (I can’t believe I have to say this, because it should be so obvious to all of us)
Don’t send an email to the person that just unsubscribed to tell them that they’ve been unsubscribed. I mean, c’mon people. Think.
I have received two such emails so far this week and plan to post the names of all future companies who commit this unsubscribe fail here and on my Twitter feed going forward.