Unsubscribes are the dreaded metric for all marketers. We never want someone to leave our marketing lists. After all, we work hard to create valuable content targeted at our audiences. Nonetheless, it does happen. And though it hurts our marketing hearts, we must allow our community to opt out of our email communications. It’s the right thing to do; it shows respect for their preferences, improves our email engagement metrics, and not to mention it’s required by law. Yep, legally, you cannot force people to receive your email content, no matter how amazing it is.
However, before we get into why you always want to have an unsubscribe link in your email marketing, let’s take a step back and review what an unsubscribe link is.
What Is an Unsubscribe Link?
An unsubscribe link is a small part of your email that is incredibly vital. It allows recipients to opt out of receiving future communications from you.
Why the Unsubscribe Link Is Non-Negotiable
1. It’s Legally Required
Let’s start with the most important reason – legally, you have to include it.
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- CAN-SPAM law requires a clear and easy way for recipients to unsubscribe.
- Noncompliance can damage your brand’s reputation.
Including an unsubscribe link is essential to staying compliant and protecting your business.
2. It Builds Trust
By including an easy way to unsubscribe, you’re showing that:
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- You respect their preferences.
- You’re not trying to trap them on your list.
This goes a long way in building trust with your audience.
3. It Improves Deliverability
The reality is that if someone wants to get off your email marketing list, they will, with or without your help. What’s the ultimate card they can play? Spam Complaint. The worst thing for your email domain is getting multiple Spam complaints. It can ruin your sender reputation and can lead to your emails getting blocked altogether. So, trust me when I say, you’d rather let people unsubscribe than lose your ability to send emails.
4. It Keeps Your Audience Engaged
How does this one work? Your goal isn’t to have the biggest list, which is shocking, I know. It’s to have the most engaged one. Let that sink in. If someone no longer wants to hear from you, let them go.
Removing individuals who do not want information from you:
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- Increases the quality of your list.
- Ensures you’re communicating to an audience that’s actually interested.
Additional Advice: Be a Paranoid Marketer
After reading about the importance of having an unsubscribe link in all of your email marketing, I hope you are going to prioritize including that link no matter what. And to make sure it’s there and ready to be clicked if needed, I challenge you to add “Test Unsubscribe Link” to your email review process document.
First of all, if you don’t have an email review process document, make one! It really helps the entire team know and understand what is expected of them, with a clear acknowledgment of how email marketing will be implemented for your company.
As a fellow marketer, I trust that after you finish creating your email, get it approved, and are ready to send it off into the universe to be blessed with high engagement, you send yourself a final test email for review. In this review, check all of your images, reread your content, and click on every single link, especially the unsubscribe link, to make sure your email is ready to go!
We’re Here to Help
While the fundamentals of email marketing are important, there are rules that also need to be followed. That’s where TopLine Results comes in. Do you need help with your email marketing strategies and campaigns? We’ve got you! Contact us today at marketingsupport@toplineresults.com.