Opt-out in email marketing: understand its importance
Posted: Wed Dec 04, 2024 3:24 am
Have you ever thought about how unpleasant it would be for a contact to continue receiving emails that they no longer have the slightest interest in? For ethical and legal reasons, people who are part of a list must be free to join and leave it whenever they want. That's why using the Opt-out feature in email marketing is so essential.
Continue reading this text and learn fiji business email list more about this practice: its concept, its benefits and the best Opt-out practices to use in your email marketing campaigns . Stay tuned!
Content
How does Opt-out work in email marketing?
What is its importance?
Reduces the risk of damage to the brand image
Increase user satisfaction
Prevent your emails from ending up on blacklists
What are the best practices for Opt-out?
1. Never send emails to opt-out recipients
2. Be careful when starting to use a new shooting tool
3. Leave the logout link visible
4. Provide other unsubscribe options
How does Opt-out work in email marketing?
Opt-out is the option a contact makes to stop receiving emails from a company. It is a mandatory condition in any email marketing campaign and must be respected by brands, advertisers and sending tools . This feature guarantees the freedom to leave a list whenever you want.
Opt-out is usually inserted in the body of messages through a link that takes the user to an automatic unsubscribe or after filling out a short form. Sometimes companies offer the option for the contact to temporarily stop sending messages or to explain the reason for unsubscribing.
If you have ever received an email with an “unsubscribe” or “cancel subscription” link, you should know that these are two of the most commonly used models or expressions to simplify your removal from a list.
What is its importance?
User freedom is the main advantage of this practice, so much so that it provides other important benefits for companies. Let's highlight some of them:
Reduces the risk of damage to the brand image
Users who can easily opt out of a list will have no reason to complain about possible difficulties imposed by advertisers to opt out. Imagine how bad it would be if these contacts decided to criticize the brand on their social networks or on complaint sites.
Increase user satisfaction
It is always good to remember that being removed from a list is not always a definitive break. If the contact is not unpleasant to leave, they will certainly continue to have a good perception of the brand and it will be remembered again without any major objections.
Prevent your emails from ending up on blacklists
Users also have the power to report to their email servers (Gmail, Outlook, Yahoo, etc.) that company mailings are inappropriate, to direct them to the spam folder and thus harm the reputation of their brand's domain.
What are the best practices for Opt-out?
1. Never send emails to opt-out recipients
Since these users no longer want to receive your emails, there is no reason to insist. If they want to come back one day, they can do so on their own. To avoid any mistakes or unpleasant surprises for this audience, it is best for your email marketing tool to prevent you from sending emails to these contacts. Tools usually do this automatically, but if you have any doubts, check with yours!
2. Be careful when starting to use a new shooting tool
A very common mistake that companies make is to change their email marketing tool and import the original list they had on their computer or e-commerce platform, without considering the people who have already opted out. The result? A flood of complaints!
Therefore, if you are changing your sending tool, the first thing to do is to make a “backup” of the active (registered) contacts on your lists from the old sending tool, as this will ensure that those who have unsubscribed will not receive your messages again.
3. Leave the logout link visible
It is essential that opting out of a list is an intuitive process for users. What makes it much easier is to place the Opt-out link at the beginning or in the signature of the message. These are easier to identify.
4. Provide other unsubscribe options
Instead of automatic links, you can offer other ways for contacts to unsubscribe from your list. These options include using a specific email address to opt out or a number to request an opt-out via SMS or WhatsApp.
The use of Opt-out in email marketing is important to ensure a healthy and spontaneous relationship between brands and their contacts. Users are free to leave whenever they want and end indifferent and unpleasant relationships for them, and can even return to the list in the future.
Ultimately, your company improves the performance of its campaigns, especially by avoiding sending to uninterested people.
Do you understand the need to have an Opt-out in email marketing? How about checking out and liking our Facebook page and receiving content like this directly on your timeline?
Also read this article: E-commerce Challenges: How to Calculate RO.
Continue reading this text and learn fiji business email list more about this practice: its concept, its benefits and the best Opt-out practices to use in your email marketing campaigns . Stay tuned!
Content
How does Opt-out work in email marketing?
What is its importance?
Reduces the risk of damage to the brand image
Increase user satisfaction
Prevent your emails from ending up on blacklists
What are the best practices for Opt-out?
1. Never send emails to opt-out recipients
2. Be careful when starting to use a new shooting tool
3. Leave the logout link visible
4. Provide other unsubscribe options
How does Opt-out work in email marketing?
Opt-out is the option a contact makes to stop receiving emails from a company. It is a mandatory condition in any email marketing campaign and must be respected by brands, advertisers and sending tools . This feature guarantees the freedom to leave a list whenever you want.
Opt-out is usually inserted in the body of messages through a link that takes the user to an automatic unsubscribe or after filling out a short form. Sometimes companies offer the option for the contact to temporarily stop sending messages or to explain the reason for unsubscribing.
If you have ever received an email with an “unsubscribe” or “cancel subscription” link, you should know that these are two of the most commonly used models or expressions to simplify your removal from a list.
What is its importance?
User freedom is the main advantage of this practice, so much so that it provides other important benefits for companies. Let's highlight some of them:
Reduces the risk of damage to the brand image
Users who can easily opt out of a list will have no reason to complain about possible difficulties imposed by advertisers to opt out. Imagine how bad it would be if these contacts decided to criticize the brand on their social networks or on complaint sites.
Increase user satisfaction
It is always good to remember that being removed from a list is not always a definitive break. If the contact is not unpleasant to leave, they will certainly continue to have a good perception of the brand and it will be remembered again without any major objections.
Prevent your emails from ending up on blacklists
Users also have the power to report to their email servers (Gmail, Outlook, Yahoo, etc.) that company mailings are inappropriate, to direct them to the spam folder and thus harm the reputation of their brand's domain.
What are the best practices for Opt-out?
1. Never send emails to opt-out recipients
Since these users no longer want to receive your emails, there is no reason to insist. If they want to come back one day, they can do so on their own. To avoid any mistakes or unpleasant surprises for this audience, it is best for your email marketing tool to prevent you from sending emails to these contacts. Tools usually do this automatically, but if you have any doubts, check with yours!
2. Be careful when starting to use a new shooting tool
A very common mistake that companies make is to change their email marketing tool and import the original list they had on their computer or e-commerce platform, without considering the people who have already opted out. The result? A flood of complaints!
Therefore, if you are changing your sending tool, the first thing to do is to make a “backup” of the active (registered) contacts on your lists from the old sending tool, as this will ensure that those who have unsubscribed will not receive your messages again.
3. Leave the logout link visible
It is essential that opting out of a list is an intuitive process for users. What makes it much easier is to place the Opt-out link at the beginning or in the signature of the message. These are easier to identify.
4. Provide other unsubscribe options
Instead of automatic links, you can offer other ways for contacts to unsubscribe from your list. These options include using a specific email address to opt out or a number to request an opt-out via SMS or WhatsApp.
The use of Opt-out in email marketing is important to ensure a healthy and spontaneous relationship between brands and their contacts. Users are free to leave whenever they want and end indifferent and unpleasant relationships for them, and can even return to the list in the future.
Ultimately, your company improves the performance of its campaigns, especially by avoiding sending to uninterested people.
Do you understand the need to have an Opt-out in email marketing? How about checking out and liking our Facebook page and receiving content like this directly on your timeline?
Also read this article: E-commerce Challenges: How to Calculate RO.