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6 Best Practices, die Sie bei der Optimierung Ihrer E-Mail-Abmeldeseite befolgen sollten

We’ve shared statistics on why people unsubscribe from your marketing emails or newsletters. Some may not even be your fault, as subscribers are inundated with so many emails that they need relief. Here are some key statistics:

  • 53% of consumers reported getting too many emails from retailers.
  • 45% unsubscribe because the emails aren’t mobile-friendly.
  • 40% won’t unsubscribe if given the option to receive fewer emails.
  • 1% or less unsubscribe rate is the industry standard.

When a subscriber finds and clicks on that unsubscribe link in your email, what are you doing to try to Speichern them? I recently did that with Sweetwater, an audio equipment ecommerce provider with exceptional support. I almost felt bad clicking the abmelden link, but I don’t buy frequently enough, with email deals arriving every few days.

When I clicked the unsubscribe link, here’s what I was brought to:

Sweetwater Seite abbestellen

Wie cool ist das? Anstatt mich von allem abzumelden, habe ich nur die Frequenz auf reduziert monatlich.

If I were to score this page, I’d have to give it a B+! Not only do they offer frequency options, but they also do a great job of letting me know what I could be missing and setting expectations with each. Because Sweetwater has such a range of target audiences, I’d encourage them to have tailored emails to each group… musicians, podcasters, audio engineers, studios, etc.

How To Optimize Your Unsubscribe Page

A great unsubscribe page is your last chance before losing a valuable subscriber. Rather than just having a single Master abbestellen, provide some topical options, frequency options, as well as encouraging benefits to keep them onboard. Here are six important strategies in optimizing your unsubscribe page:

  1. Kommunikationsoptionen: Stop with the alles oder nichts unsubscribe page and provide a tiered approach that offers different levels of involvement. This can include topics, target audiences, and frequency.
  2. One-Click-Abbestellen: Don’t make it difficult to unsubscribe. The last impression you make on someone who allowed you to speak to them isn’t to irritate them by not letting them leave.
  3. Clear Unsubscribe: A tiny font size, hiding behind logins, verifying email addresses… quit making it difficult to find and unsubscribe. If people wish to leave, let them.
  4. Abonnenten löschen: If you want to maintain good inbox placement and solid engagement metrics, purge your list of subscribers who haven’t engaged in over a year (or more if you’re seasonal).
  5. Last Chance: Before you purge unengaged subscribers, make them a last-chance offer to see if they’d like to stay.
  6. Rückmeldung bekommen; As with the example above, I wasn’t leaving Sweetwater… I didn’t want their emails as frequently. Don’t take it personally when a subscriber leaves. Today’s inbox is cluttered and difficult to manage, your customers may want to keep things tidier. If you’re curious why left, ask them on your unsubscribe page.
Abbestellen
Quelle: Epsilon

Douglas Karr

Douglas Karr ist CMO von Öffnen Sie EINBLICKE und Gründer der Martech Zone. Douglas hat Dutzenden erfolgreicher MarTech-Startups geholfen, war bei der Due Diligence von MarTech-Akquisitionen und -Investitionen im Wert von über 5 Milliarden US-Dollar behilflich und unterstützt weiterhin Unternehmen bei der Umsetzung und Automatisierung ihrer Vertriebs- und Marketingstrategien. Douglas ist ein international anerkannter Experte und Redner für digitale Transformation und MarTech. Douglas ist außerdem Autor eines Dummie-Ratgebers und eines Buchs über Unternehmensführung.

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