How to Customise your Unsubscribe Workflow

Success rate is often measured by metrics like open rates, click-through rates, and conversion rates. However, there's another crucial aspect that deserves attention: the unsubscribe process. While it may seem counterintuitive to focus on making it easier for subscribers to leave your email list, optimising the unsubscribe workflow can actually benefit your overall marketing strategy in several ways.

UNDERSTANDING THE UNSUBSCRIBE PROCESS:

First, let's delve into the unsubscribe process itself. When a subscriber decides to opt out of receiving your emails, they typically click on the unsubscribe link provided at the bottom of your email. This action leads them to a landing page where they confirm their decision to unsubscribe. While this process may seem straightforward, it presents an opportunity for customisation and optimisation.

BENEFITS OF CUSTOMISATION:

Maintaining Brand Reputation:

A well-designed unsubscribe experience leaves a positive impression on subscribers, even as they depart from your list. By providing a seamless and user-friendly unsubscribe process, you demonstrate respect for your subscribers' preferences and enhance your brand's reputation.

Reducing Unnecessary Losses:

Customisation allows you to offer alternative options to unsubscribing outright. For example, you can provide subscribers with the option to adjust their email preferences or how often they will receive instead of opting out entirely. This flexibility can help retain subscribers who may be interested in receiving emails but prefer less frequent communication.

Gathering Valuable Feedback:

A customised unsubscribe process provides an opportunity to gather valuable feedback from subscribers about their reasons for unsubscribing.

Maintaining Compliance:

Customising the unsubscribe process ensures compliance with email marketing regulations, such as the CAN-SPAM Act and GDPR. By providing clear and accessible unsubscribe options, you demonstrate your commitment to respecting subscribers' privacy rights and adhering to regulatory requirements.

BEST PRACTICE FOR CUSTOMISING UNSUBSCRIBE WORKFLOWS:

To maximise the benefits of customising your unsubscribe workflows, consider the following best practices:

Clear and Accessible Unsubscribe Links:

Ensure that unsubscribe links are prominently displayed in your email content and easy to locate. Make the process as easy as possible to encourage subscribers to opt out gracefully. Use a single opt out, as it simplifies the unsubscribe process for subscribers by allowing them to unsubscribe from all communications with just one action.

Personalised Messaging:

Tailor the unsubscribe confirmation message to reflect your brand's tone and voice. Express gratitude for the subscriber's past engagement and provide reassurance that their decision to unsubscribe has been acknowledged.

Alternative Options:

Offer alternatives to unsubscribing, such as adjusting email preferences or opting for a temporary hiatus from emails. Provide clear instructions on how subscribers can manage their preferences to customise their email experience.

Continuous Optimisation:

Regularly review and analyze unsubscribe data to identify patterns and trends. Use this information to refine your email content, frequency, and targeting strategies to better meet subscriber needs and preferences.

HOW TO CUSTOMISE YOUR UNSUBSCRIBE WORKFLOW:

Log in to your Mail Blaze account and navigate to LIST > Name of the LIST

Click on FORMS & EMAILS

Click on UNSUBSCRIBE

Click on the UPDATE on the UNSUBSCRIBE FORM

Personalise your unsubscribe confirmation messages to match your brand's tone. Express gratitude for past engagement and reassure subscribers that their decision to unsubscribe is respected. Consider adding a reason for the unsubscribing option to gain insights for future strategies. Once done, click on SAVE AND NEXT.

PLEASE NOTE: You can remove the LIST NAME TAG from your form if you don’t want it to appear on the form.

You will now see the summary of the UNSUBSCRIBE FORM, click on SAVE AND NEXT.

PENDING SUBSCRIBE PAGE

Typically, when a subscriber clicks on the unsubscribe link in an email, they are directed to a confirmation page or asked to confirm their decision via email.

To customise this page, go to LIST > Name of the LIST > FORMS & EMAIL > UNSUBSCRIBE > Click on UPDATE in the PENDING SUBSCRIBE

Customise the Unsubscribe Confirmation messages to express gratitude to your subscribers and confirm their opt-out request. Once you've crafted the message, simply click SAVE AND NEXT to continue.

You will see here the summary of the PENDING SUBSCRIBE PAGE, click on SAVE AND NEXT.

UNSUBSCRIBE CONFIRM EMAIL

This email serves as a confirmation of their decision to opt out of future email communications. It usually includes a message confirming the unsubscribe request, provides reassurance that the request has been processed, and may include additional information or options for managing email preferences. The unsubscribe confirmation email helps ensure that the subscriber's intentions are accurately recorded and that they are removed from the sender's mailing list as requested.

To customise the UNSUBSCRIBE CONFIRM EMAIL, click on LIST > Name of the LIST > FORMS & EMAIL > UNSUBSCRIBE > Click on UPDATE in the UNSUBSCRIBE CONFIRM EMAIL.

Type the From Name, From Email Address, Reply-To Email Address, and Subject line, then click on SAVE AND NEXT to continue.

Personalise the design of the confirmation message to reassure subscribers about their unsubscribe action, ensuring it aligns with your brand's style. Once you're content with the design, click SAVE AND NEXT to proceed.

You will see here the summary of the UNSUBSCRIBE CONFIRM EMAIL, click on SAVE AND NEXT.

Customising your unsubscribe workflows is a strategic investment that can yield significant benefits for your email marketing efforts. By prioritising subscriber experience, gathering valuable feedback, and maintaining compliance, you can enhance brand reputation, reduce unnecessary losses, and foster long-term engagement with your audience.