Increasingly I find myself clicking “unsubscribe” to email newsletters. I don’t want to unsubscribe from them – but so few have an option to “update my preferences”. Constant Contact, Infusionsoft, Mail Chimp all have options to “update preferences”. However, there are some providers, such as Vertical Response, that only have one option for the read “un-subscribe”.
Often times people want to update their email address, but if you only give the option to “unsubscribe” you’re not just annoying them – you’re hurting yourself. Most people will just unsubscribe.
Of course having only one option, “unsubscribe” is not just the only problem, here are a few more things you can do to make your email newsletter a winning success:
- Have a great subject line
- Tell a story and have great content
- Have a simple, but good design
- Ensure it’s easily readable on smart phones
Now go fix that “unsubscribe” problem.