Unsubscribes Are Good For You

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By Justin Premick I can see your eyes rolling now. It’s true, though…while you don’t like to see a subscriber leave your list, any i...

By Justin Premick


I can see your eyes rolling now.
It’s true, though…while you don’t like to see a subscriber leave your list, any information you can get about why he or she unsubscribed is well worth the subscriber lost.

Remember, connected to that email address is a person who was once interested in your business, but has since lost interest, become offended, or found something else s/he feels is better than what you’re offering.
The more you can learn about what people are thinking when they opt out, the more you can improve future email marketing campaigns.

When People Unsubscribe, Ask Them Why

As part of your unsubscribe link, ask the subscriber why he/she is leaving. At AWeber, users can request unsubscribe feedback by enabling Notifications on their List Settings page:
Confirmation Checkbox
When a subscriber opts out, he/she is presented the following feedback form:
Feedback Form
If he/she chooses to provide feedback, it is automatically emailed to the user.

So What Can You Glean From These Comments? Are They Useful?

On his blog, AWeber user Steve Pronger discusses recent unsubscribe comments that he received and how he is using those to improve his mailings.
This is a great example of how to take lemons and make lemonade — Steve ultimately concludes that going forward he needs to “make sure [his] subscribers understand the “value” in [his] recommendations.”
Read Steve’s post here.
Anyone managing a mailing list should take advantage of unsubscribe feedback to improve your mailings — and, of course, reduce future unsubscribes.

COMMENTS

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Unsubscribes Are Good For You
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