Internet marketing resources, ecommerce web site design tutorials and  just for fun - free cell phone ringtones!
  Taming the Beast - quality web marketing and ecommerce development services

Email unsubscribe survey results

Posted by Michael Bloch in web marketing (Sunday March 28, 2010 )

While no marketer likes people unsubscribing, making people jump hoops to get off a list is counter-productive – and can be illegal.

According to a Responsys Retail Email Unsubscribe Benchmark Study, 39% of major online retailers require three or more clicks to opt-out, up from 7% in 2008.

There’s just no point to this – making people cranky isn’t a great way to win friends and influence people. A single click is all it should take. If a merchant is concerned about “accidental” unsubscribe link clicks – and it does happen from time to time, on the “success” page after clicking the link simply have something like:

“Did you unsubscribe by accident? Don’t panic! You can enter your email address below and be back on the list in a jiffy!”

.. or similar.

In 2008, the Federal Trade Commission added new rule provisions to 2003’s CAN-SPAM act, one of which included that an email recipient must not have to take any steps other than sending a reply email message or visiting a *single* Internet Web page to opt out of receiving future email from a sender, nor have to provide anything more than an email address.

The Responsys survey also found 30% of retailers send one or more emails *after* an unsubscribe request, up from 26% in 2008. I’ve seen the excuses before such as “it may take up to 7 days to remove your name from our list” when unsubscribing. It simply doesn’t wash – most good email marketing software applications allow for immediate unsubscribe that is fully automated – it requires no human intervention at the marketer or merchants end.

Another interesting statistic mentioned in the survey report is that only 7% of marketers offer alternative channels like RSS, Facebook pages or Twitter profile details to departing subscribers. I certainly haven’t tried that and it’s an interesting idea worth a whirl as it wouldn’t take long to set up and then afterward requires zero maintenance.

Read more of the Responsys Email Unsubscribe Benchmark Study


Comments for Email unsubscribe survey results

No comments yet.

Sorry, the comment form is closed at this time.