New email marketing unsubscribe techniques in action

Even though you may not like it, it’s the law to allow contacts to unsubscribe from your email correspondence.

When you sign up to a newsletter, you are often filled with joy and anticipation about what will next arrive in your inbox – will it be a special offer just for me? A voucher code? Or even better, a freebie?

Unfortunately this rose tinted outlook does not always last, and at some point you may wish you’d never signed up to that darned newsletter. When that time arrives, it’s time to click the unsubscribe. We’ve all been there, and from an email marketer’s point of view, it’s better if someone unsubscribes rather than makes an ISP complaint against you – which will affect your deliverability and sending reputation.

Marketers should make this process as simple and painless as possible. If the contact needs to battle to unsubscribe, it can look spammy, and can annoy the contact even more.

Recently, I have noticed a growing trend when it comes to unsubscribing.  Here are three examples of companies trying to make me snooze their email correspondence until a later date. And I must admit I like it.

1. Teletext Holidays

teletext hols unsubscribe edit

Teletext Holidays use a number of different techniques in order to keep my subscription; reasons why, a preference centre and a handy little snooze button. In my opinion I think they should use one technique and run with it, but I do understand why Teletext are using all 3 techniques – to see which has been the most popular perhaps?


2. Go Outdoors

go outdoors unsubscribe edit

As you can see, Go Outdoors are using a similar technique, albeit not as ‘intense’ as Teletext Holidays. They are putting a ‘snooze’ on the email marketing for 90 days.


3. Innocent Drinks

innocent unsubscribe

As always, Innocent are true to their brand and these unsubscribe options are no different. IN the same way as the Teletext Holidays unsubscribe, Innocent are allowing me to choose how long I suspend their emails for.


Potential problems


Whilst it’s great that brands are trying to continually engage their contacts through this method, it does make me wonder how many contacts will still be engaged and bought into the brand when the ‘snooze’ period has come to an end. Will they still want their emails? Will they recognise the brand? Will their email address be the same?

I’d assume the brands have thought about these issues already, and if you’re thinking of implementing this technique, bear in mind your contact list may still look full for now, but how will it look the next time the list is communicated with? A word of warning – there may be a lot of bounces to deal with.

Have you seen any other examples of this in action? Let me know below, or tweet us @Wired_Marketing.

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