Yesterday I mentioned that none of us like to think about their marketing emails not being read, because it makes us feel unloved. We all know the truth, but (sticks fingers in ears) na-na-na, not listening. That’s bad enough, but the thing that really strikes an emotional blow is the unsubscribe request. Someone taking the time and effort to say “I don’t want to hear from you in this way any more?” Oh, the insult.
However, eventually, good email marketers come to realise that the unsubscribe request is their best friend. Keeping a “clean” list is really important. It might not cost much (or even anything) to email people who don’t want your stuff, but not only is it pointless, it can even be counterproductive. It’s quite possible (indeed, likely) that one day they’ll decide to have a cleanout and instead of unsubscribing properly, they’ll just mark your email as “spam”. Every time someone does that, the junk mail filtering system used by their company sits up and takes notice of the sender. It doesn’t take many flags like that for you to start scoring badly enough that the filtering system starts sending all of your emails to junk, for all of the system’s users, worldwide.
Even more importantly, some recipients are quite interested in hearing from you, but just don’t want the particular item (such as a newsletter) which you’re sending them. Don’t irritate these people unnecessarily. They might be customers, now or in the future.
Good email marketers curate their lists ruthlessly, constantly contacting the recipients who don’t appear to be reading their emails and asking if they still want them. This costs money. The unsubscribe request from a reader? That’s just someone who’s being helpful ..and saving you some effort.