Part 6 – Make it difficult too unsubscribe.
The best thing your can do for your email marketing program is ensure that not a lot of people unsubscribe from it. While subscribers should be thankful that they get email from your organization, there are the select few who at at one point want to be removed from your list.
Simple solution to this common problem: make it difficult for the user to leave. With that in mind, here are a couple of really cool ways to ensure that your subscribers become confused and disoriented when trying to unsubscribe from your program.
- Put the unsubscribe at the bottom of the email in 4 pt font. Make the 4 pt font blend into your creative.
- Make the unsubscribe an image only, so the user has to have images enabled to see it.
- Have a double opt out. Since you made them double opt in, its only fair that you absolutely, positively want to make sure the user really wants to unsub.
- Place the unsubscribe message within the body text of the email. Since they are already reading your text word for word, having them find it within the body should not be an issue.
- Instead of linking an opt out, make the user send an email with the subject line “opt out” only make the email addy they send to a “firstname.lastname@example.org”
- When the user clicks on your unsubscribe link, take them to a page that automatically says that the system does not recognize their email address. Instruct the user to email customer service to solve the problem. When they email that address, send an auto reply that tells the user that the email address they just sent their message to no longer exists.
Pick one of the above, pay me $350 in consulting fees or just make one up. Remember…your email program is all about you, your company and revenue. Keeping them on the list using any means necessary is a great first start to destroying your email program.
I am Andrew Kordek and I approved this email marketing disaster.
Takeaway: Don’t do anything I just put in this post.
About the author:
Andrew I. Kordek is the Manager of Optimization at Groupon. An avid blogger and frequent speaker and contributor to the email community, Andrew has been recognized as an industry expert. He is currently responsible for the strategy, execution and analysis of all email marketing and website optimization at Groupon, one of the nation’s fastest growing companies.