Don’t you hate it when you unsubscribe from an email newsletter, only to see them show up again in your inbox? I’ve seen unsubscribe systems say things like, “It may take up to a month to remove you from the list so you may see a few more messages from us.” Isn’t that unacceptable? I consider that delayed process to be poor customer service.
This is one of the things I like about using Constant Contact for my own email: I know that I can trust the system to unsubscribe contacts immediately, and then stay unsubscribed unless the contact chooses to re-subscribe. (And by the way – that’s how you’d add them back. The contact has to resubscribe. You can’t just go in and add them back in yourself.)
Is it ok for people to unsubscribe? Of course it is! We all have full inboxes and no one should receive anything they don’t want. On top of that, it’s normal. Email databases can decay as much as 22% each year. People change jobs, email addresses, interests… things change. It’s a fact of life.
“But wait… they’ve unsubscribed! That means I’m not reaching them with my emails! Now what do I do?!”
You can do a few things, which I’ll list below – but the first thing you do is: You let them. From a customer service perspective, it’s absolutely fine that they don’t want to receive your newsletter anymore. Maybe they aren’t the right customer for what you offer. Or maybe they’d rather hear from you on Facebook. Regardless, there’s no fuss to this point. They don’t want to get it, so they don’t.
But now what? Here are 7 actions you can take to manage your unsubscribing activity:
In the end, someone unsubscribing from your list isn’t really negative as much as it is informative. If you can understand the reasons why and leverage that information to make your newsletter better, you serve your audience, improve your customer service, build solid relationships and, ultimately, grow your business. And isn’t that the whole point?
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