Wednesday, October 5, 2011

Public service announcement: Unsubscribe links on the bottom of every marketing email

So it appears that most people don't realize there is an "Unsubscribe" link/button on the bottom of every marketing email you receive. In fact, it's a law. So if there isn't one, report it as a violation of the CAN-SPAM act to the FTC here.

You'll get much more accomplished by doing this versus replying to the do-not-reply@ or generic@email.address with swear words or threats (trust me, this does happen, and it is a much less "effective" way to expedite the unsubscribe process -- which by law can take up to 30 days).

If you aren't interested in the message or offer, it benefits everyone involved for you to unsubscribe. Obviously, you will stop filling up your inbox with crap. But what you might not realize is that the marketers sending you the message aren't interested in "spamming" you either.

Average unsubscribe rates can run from 0.1% to 0.5% of all emails sent (depending on the message and industry). And though most marketers aim for low unsubscribe rates, this KPI can be misleading. The main purpose of email marketing, and marketing in general, is to build brand awareness and drive sales. If the cash register doesn't ring it's all for not.

The most effective email marketing campaigns are targeted campaigns to extremely focused and interested lists of "prospects." These prospects are the only people who might convert to "clicks" and then convert to "customers." By removing yourself from email lists for uninteresting offers -- and increasing the unsubscribe rates -- the real KPIs only improve, and with it the chance of a "sale."

So go ahead, unsubscribe. Please. I'm actually begging you.

This has been a public service announcement from the multitasking millennial, Ryan Pratt.

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