Why an Unsubscribe Option Is Critical in Email Marketing

Email marketing is a powerful marketing channel for promoting your business, and while you want a high subscription rate as a KPI, giving your customers the option to leave your mailing list is just as important. 

Many marketers are under the misconception that, as the goal of email marketing isn’t to lose subscribers, they shouldn’t make it easy for people to stop receiving their future emails. However, unsubscribes don’t need to have negative connotations all the time. 

Here are three reasons why an unsubscribe option is critical in email marketing. 

Uninterested Clients Can Unsubscribe

Marketers work hard on their email campaigns with the hopes of attracting new clients. So, why not give those who are not interested in the services you are offering the opportunity to leave your mailing list? 

You can even send a confirmation email to customers who have unsubscribed to get a bit more information as to why, and then you can adjust your campaign accordingly. 

Your Email Will Not Be Put In The Spam Folder

The most common reasons that people unsubscribe or mark emails as spam are irrelevance and frequency (sending too many emails too often). 

As a general rule, your spam complaints should be kept to a minimum. While someone leaving your mailing list won’t necessarily affect your reputation, being classified and flagged as spam can ruin it. If you don’t include an unsubscribe link on your emails, the potential that people will mark your campaigns as spam heightens exponentially.

You can improve your chances of getting your emails into someone’s inbox rather than the spam folder simply by letting them adjust their email preferences. 

You Won't Have Angry Clients

It’s the digital age, and while that has many benefits, it is also rife with unwanted emails and spam. We usually want our inboxes filled with mail that we actually want to see or need to see, so when it's overflowing with marketing campaigns, it's easy to become frustrated. 

If you don’t like it, why put your clients through it? If you’re marketing campaigns don’t include an unsubscribe option, it’s likely that you’ll end up with frustrated clients – especially if they open your email looking for an unsubscribe link and it isn’t there.

Let WSI Digital Boost Help You Get the Most Out of Your Email Marketing

An email marketing campaign that is put together correctly can be highly effective for nurturing and engaging your target audience throughout the buyer's journey while staying in line with the tough privacy regulations that are being put in place globally.

Need help with your email marketing campaign? Contact WSI Digital Boost today!