How’s it going with your current email campaigns? How about your own inbox?
I get a lot of email. You? Though the death of email has been widely reported over the last few years, the numbers don’t lie. Email is alive and well and living in the many inboxes across your prospect list. According to IBM’s 2016 benchmark study, the non-holiday open rate for email in the US is over 21% on average. WOW! That’s a pretty good reach.
I make an effort to keep up with those I support by joining their email subscriptions and at least giving quick peruse when it arrives. From time to time however, I may have to clean up my inbox and that means I will have to unsubscribe from a few lists, which brings to the point of this post.
DO NOT make me enter my address to unsubscribe.
DO NOT hide the unsubscribe link.
DO NOT omit an unsubscribe link.
When I decide I need to unsubscribe, it had better be easy or else…I will mark that emailer as SPAM. I understand that I get much more mail than the average bear but making it difficult to unsubscribe is not only rude but illegal. Moreover, it’s just not the way to do business.
From time to time, I may want to shift an email to another account. In this case, again, I need options. Please, please, give them to me or I may unsubscribe just to alleviate the problem.
Occasionally, I may want to continue my subscription but get fewer emails. It is in your best interest to offer me these options – if you have them.
If an individual wants to be removed from a list it may be as simple as the fact that they are getting too much mail. When the time comes and they have a need that you can fulfill, it is likely they will think of you. Or they may think of you and scowl if you made it difficult to unsubscribe.
Email should not be inflicted upon the recipient but rather be a source of information, offers and value to those that receive it. I love to get an email that I want to share with others. Send me something I care about and I will be your troubadour.
So you choose. Will you inspire or irritate? Your return on investment depends on your choice.
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