How Not To Opt-Out

Derek Harding released an article on clickz.com that talks about some of the no-no’s when creating an opt-out process for your enewsletter.

• Don’t ask for unnecessary information
• Don’t be a nit-picker. Your system should be smart enough to figure out if I misspelled “unsubscribe” as “unsiscribe”.
• Don’t erect roadblocks (i.e. require someone to log in before they can unsubscribe).
• Don’t need a double confirmation when unsubscribing.
• Let the recipient choose which enewsletter to unsubscribe too. Also give the recipient a choice on how frequent they would like to be contacted.
• Handle the removal in real time.
• If an error occurs during the unsubscribe process… fail gracefully.
• Send a confirmation notice with a link so that the recipient can resubscribe in the future.

eINFO – a collection of articles and studies about email marketing.