The majority of email marketers (96%) include an unsubscribe function in their emails in compliance with the CAN-SPAM Act, according to a report from email firm Lyris.
Many email marketers use tactics to discourage users from unsubscribing such as displaying unsubscribe language in small font or hiding it completely. Just 29 percent of those email marketers surveyed said they do not use those tactics.
“Email is the only marketing channel that gives consumers full control of the relationship,” said Stefan Pollard, director of Email Marketing Best Practices. “That doesn’t have to be scary – in fact, it’s actually quite savvy.
“Marketers clearly are complying with the law here. But the fact that so many still discourage unsubscribes shows that they don’t fully understand the opportunity they have to reinforce the value of their brand by creating a transparent email program that inspires trust.”
Over 80 percent of email marketers said they make the unsubscribe process simple. Users can either click a URL for instant removal (53%) or reply directly to the email with “unsubscribe” in the subject line (29%). More than 90 percent offer subscribers alternative ways to opt out through other channels like call centers, postal mail, and email.
Sixty-three percent of email marketers said they include an unsubscribe option in welcome emails, 45 percent include it in customer service messages and 31 percent include it in transactional emails.
On their unsubscribe confirmation landing pages, 18 percent said they include a goodbye message, 6 percent provide a customer service phone number, 5 percent offer a feedback form and only 4 percent mention other messaging channels.
“An unsubscribe isn’t always about saying goodbye,” said Pollard. “Maybe the subscriber’s needs or interests changed, or he wants to update an address, or to hear from you more or less often. Too many marketers react to the unsubscribe request by simply cutting off contact. Sure, that’s compliance, but it’s also shortsighted.”
“Take the opportunity to ask some questions, offer some alternatives or just to thank them for being your customer. Maybe you’ll convince them to stay, and maybe you won’t. But at least you’ll leave with them a reminder of why they liked you in the first place.”
