Final Thoughts on Email Marketing
Why are people currently subscribed to your email list? There is only one correct answer.
I’ll give you a hint. If you think the reason is because you tricked them, you won’t let them unsubscribe, or anything else, you don’t understand email marketing, and also you may be doing something illegal.
The only correct answer is that they choose to be on your list and enjoy your content. This means that the minute they decide they no longer want to be on your list they should have a very easy time unsubscribing, and then (after a confirmation email) you should never email them again.
Besides being the right thing to do this has several other benefits:
1) If they really don’t like your email and they send it to spam (and enough other people do the same) it can cause email providers to assume all emails you send are spam and your email address can be considered as spam no matter who you send to.
2) If the person doesn’t want your email they probably won’t be buying your product or using your service, so why bother them anyway?
3) It is actually a law in several countries that you must have an easy way for a person to unsubscribe on every email you send. Since this law exists most email providers and most email services (MailChimp, Constant Contact, Exact Target, Silverpop, Hubspot, etc.) will require you to place this link on the bottom of every email you send, and if you don’t then they will.
So do everyone a favor, include an unsubscribe link on the bottom of your email newsletters. If you don’t use a service that has an unsubscribe option (e.g. you send you emails from Gmail) then:
1) You should use a service (more to come about this in the future).
2) You should write on the bottom of every email that if they no longer want to receive this email just reply “UNSUBSCRIBE” and they will be taken off the list.
“Punishing your customers will hurt you more than it will hurt them.”
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