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Bury St Edmunds social media expert Kim Morrison offers advice on turning 'unsubscribe' messages into 'subscribe'


By Kim Morrison


It’s now a year since GDPR came into effect and became good business practice. Even if you did a major clean-up of your list then, once in a while you’ll still have someone unsubscribe from your email list.

In reality, you want to get some unsubscribes because that means your list is super focused and it might not be right for that particular person.

However, the unsubscribe process is also another opportunity to refocus that person and better target your audience.

Kim Morrison (11067455)
Kim Morrison (11067455)

Follow the Law

By law you must offer an easy to use unsubscribe button. Don’t force them to re-enter their email addresses to unsubscribe. Just give them the button, and let them go without doing so grudgingly. However, you can remind them of why they joined your list at the same time by sending them to a special offer sales page when they click unsubscribe.

Keep It Simple

Don’t make it tricky to unsubscribe. Prepopulate the unsubscribe buttons but also offer the alternatives to the reader to choose different lists or information they may want that might be more accurate for them.

Ask Them Why They’re Leaving

Using the unsubscribe page as a way to find out why they want to unsubscribe can help you better focus your email messages and opt-in offers in the future. Plus, it can give the person unsubbing new insight into what you offer your lists and they may change their mind.

Offer Alternatives

On the unsubscribe page, don’t make them jump through hoops but do offer them some options such as lower frequency of email (such as a monthly option) and/or different newsletters they can sign up for, or other offers that you have that they may not know about.

Take It in Your Stride

It’s really not personal. If you can take the unsubscribe for what it is, a simple request not to get more email from the list they’ve subscribed to and not a personal attack on you, then you’ll be able to handle the unsubscribes better. Honestly, a clean list is better than a list full of inactive users, so some people are doing you a favour by unsubscribing.

Send High Quality Information

Stop unsubscribes before they start by providing high quality information that is very targeted toward your audience from the start. When someone subscribes to your list, let them know what to expect up front, then be sure to deliver what you promised.

Send a Free Parting Gift

When someone unsubscribes from your list, your autoresponder email will send them an unsubscribe confirmation email which is your chance to say goodbye. Within that you can offer them a parting gift which will then put them on a different list that might be more appropriate for them.

Ask Them to Reconsider

On the unsubscribe page you can also simply ask them straight out to reconsider unsubscribing. Offer them a gift if they stick around a little longer such as one more week or a month. Some people are only unsubscribing because they forgot why they signed up for your list. This is a chance to remind them.

You have to tread lightly when it comes to unsubscribing because you don’t want to make it really difficult and make them jump through hoops to finally get off your list. But, you do want to ensure that you remind your audience why they signed up for your list. Make it clear that you’re sorry they’re leaving, and finally ask them for another chance at pleasing them.

BREAKING NEWS

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Facebook Rolls Out New Birthday Stories Globally: we’re launching birthday stories globally — a way for friends, family and everyone in your community to add digital birthday cards, photos or videos to a story celebrating your big day. The result is a happy birthday message that’s visual, memorable, interactive and fun — it’s like getting a personalized birthday card from everyone you care about, no matter where they are in the world.

Facebook Groups Targeted by Spammers in New Wave of Misuse: Facebook groups have been subject by a new attack from sabotage gangs who join, post offensive content, then report the group.

Facebook Re-Enables Option to View Profile as a Non-Connection: Facebook is bringing back the option to view your profile as a non-connection would see it, while its also making it easier to edit your publicly available information.

Facebook Outlines Coming Changes to Data Tracking Capacity: As Facebook moves closer to launching its tool to enable users to opt-out of off-platform tracking, it's released an outline of potential outcomes which may impact marketers.

Facebook's Developing New Link and Mention Stickers for Facebook Stories: Facebook looks to be developing a couple of new Stories options which could be of significant interest to social media marketers.

Facebook Implements New Restrictions on Who Can Go Live to Stop the Spread of Disturbing Content: Facebook has announced a new process which will see access to Facebook Live removed for those who violate platform policies.

Instagram

Instagram Expands Stories to Explore Tab and Updates Explore Tab Navigation: Instagram is rolling out a redesigned navigation bar for the Explore tab. The new navigation bar will feature pinned shortcuts to Shopping and IGTV first, followed by channels for topics like Travel, Food, and Design.

Instagram's Shutting Down its Standalone Direct Messaging App: Instagram has announced that it's shutting down its separate 'Direct' messaging app after a year or so in circulation.

Instagram Rolls Out Updated Explore Format, Including Stories Content: Instagram is rolling out some changes to its Explore tab, including Stories content, new IGTV and Shop categories and an updated layout.

Instagram Looks Set to Ramp Up its Efforts Against Apps Selling Likes and Followers: Instagram looks set to make another push to stop users purchasing followers and likes.

LinkedIn

LinkedIn Updates Job Search Tools, Releases New Usage Stats: With LinkedIn members now applying to 25 million jobs every week, the company is upgrading its jobs tools to cater to increasing demand.

Twitter

Twitter's Testing a New Carousel Ad Format for App Install Campaigns: Twitter is testing out a new format of carousel ads for app install campaigns.

Twitter's Working on an Option to Enable Live-Streaming with Friends: Twitter's working on a new option that would enable users to live-stream with friends, similar to the same functionality on Periscope.

Twitter Adds New Tweet Creation Tools to TweetDeck, Including Option to Add GIFs: Twitter has added some new tweet composer options to its native tweet management app TweetDeck.

YouTube

YouTube's Adding New Still Image Ads: YouTube is adding a new option for non-video advertisers on the platform. Y0uTube announced that it will soon provide non-video advertisers with a new still image option that will appear within YouTube home feeds.

YouTube Tests New Tool to Automatically Generate 6-Second Ad Variants from Longer Videos: YouTube is testing a new process that would use machine learning to automatically generate shorter video ad variants, based on longer creative.

WhatsApp

Here's What You Need to Know About WhatsApp's Major Security Flaw: Facebook-owned WhatsApp has discovered a major security flaw in its system, which some have incorrectly pinned on the perceived failure of end-to-end encryption.



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