Email marketers hate having a person unsubscribe from their mailing list. Unsubscribes are one less possible customer.
But the reality is that you want to have that unsubscribe link in your email. First, it’s the law of the land in about any 1st world country. In the US there is the CAN-SPAM Act of 2003 and more recently the EU General Data Protection Regulation (GDPR).
The second reason: It actually makes good marketing sense.
The unsubscribe link is your friend
An unsubscribe link can be a good ally in your marketing campaigns, and here is why: You want to avoid becoming spam.
Having an email subscriber tag you as spam could have all your emails blocked. Companies like Google and Yahoo keep track of all spam reports.
One of the key measurements that companies use to track if an email is spam is the number of people that tagged you.
Once you are on these spam lists, it is very hard if not almost impossible to get off them.
If you do not avoid the spam zone, mail exchange servers will block your emails. Your emails would never even make it into the user’s inbox and become Soft Bounces.
If you are classified as spam, it is easier to get a new domain than to fix the problem.
Analyze your unsubscribes
Keeping tabs on your unsubscribes is as important. As part of your marketing efforts, you should see why people are unsubscribing.
Readers that never subscribed in the first place is one of the most common reasons. This is due to using poor quality email lists.
The second reason is poor quality or value in what you trying to communicate.
People get tired of repetitive emails bombarding us every day with things we don’t want or need.
Avoid over sending your emails and give readers a reason to read them. Don’t offer a discount coupon every week. People will delete it because they know that another coupon will arrive soon in their email box.
Send them to a unsubscribe landing page
When a reader unsubscribes it does not mean that all your marketing hopes are gone.
By placing tracking pixels on the landing page confirmation page, allows you to launch a remarketing campaign to try to gain them back.
Having proper SPF, DKIM, and DMARC records are important for email delivery. Unsubscribed readers from your email marketing campaign create a healthy mailing list.
The unsubscribe link will let you avoid the spam box and keep your customers happy.