Last week, I taught my third Email Marketing 101 course for an Internet Marketing class at Weber State University. One of the key points I bring up to these students during my lecture is this:
If you’re going to lose a subscriber, it’s better that they unsubscribe rather than mark your email as spam. You’re going to lose them anyway, so don’t shoot yourself in the foot by making it hard to unsubscribe.
This doesn’t mean that you can’t use your unsubscribe page as a method of subscriber recovery. Take a look at their unsubscribe page:
Here’s why I like this unsubscribe page:
- It “admits” that they send a lot of emails. And they do send a lot of emails.
- It offers reasons why subscribers should stay active on the list.
- It maintains the personality of the brand.
- It offers the option to “opt down” or opt out.
Say what you want about the politics here. I think this subscriber recovery effort could be very effective.
What do you think?