Key Takeaways:
Learn the “why” and “how” of an easy unsubscribe process.
Learn strategies for parting ways with customers gracefully.
Goodbyes are a natural part of the business lifecycle. Whether you’re a B2B or B2C brand, you’ll have to part ways with businesses or customers you partner with on a regular basis. Both businesses and consumers evolve.
Whatever reason the other party leaves, it’s essential to make the process a painless and positive one. As TTG founder Jennifer Shaheen puts it, “I’d rather someone outgrow me and have a good experience saying goodbye than to be annoyed and frustrated by continuing a partnership that’s no longer wanted or needed.” Let’s explore the importance of an easy unsubscribe process and highlight how you can improve the customer experience (CX) for your departing customers so you can say bye with your reputation in-tact.
“I’d rather someone outgrow me and have a good experience saying goodbye than to be annoyed and frustrated by continuing a partnership that’s no longer wanted or needed.”
– Jennifer Shaheen, President and Founder, Technology Therapy® Group
Why You Should Have an Easy Unsubscribe Process
It’s vital to have an easy unsubscribe process for customers both for legal and CX reasons. According to the Federal Trade Commission, customers’ opt-out requests must be honored within 10 business days of receiving them. If you fail to do so, you not only break the law, but run the risk of the customer reporting your business to the FTC.
A simple unsubscribe process shows you respect a customer’s decision to leave. For some, they opt out due to something known as “frequency fatigue.” According to recent research from HubSpot, 51% of those surveyed say they unsubscribe from an email list because they received emails too often. For others, they might no longer need your business’s services or products, or they’re just taking a break for a while for financial or personal reasons.
Whatever their reason for moving on, however, customers will appreciate how painless you make their departure. And, when you avoid burning bridges with customers, they’re more likely to refer your business to friends and consider coming back to your brand in the future.
“Whatever their reason for moving on, customers will appreciate how painless you make their departure.”
– Technology Therapy® Group
Tips for Implementing a Hassle-Free Unsubscribe: Opt-Out Best Practices
With marketing emails, make sure the unsubscribe option is in a visible place. If the link is there but it’s in an obscure place, customers are more likely to report your email as spam. This, in turn, increases the chance that your future campaigns to other recipients will be labeled as “spam.”
With marketing texts, make sure to put opt-out instructions in a visible place within the text body. Many companies put this phrase at the bottom of the message. For instance, you could say “text STOP to opt-out.” Other language you could use are phrases like “end,” “cancel,” “quit,” or “unsubscribe.” In addition, include opt-out instructions in all promotional and informational messages you send to your customer base. We also recommend regularly monitoring your business’s inbox for unsubscribe requests to ensure that none get overlooked.
For email unsubscribes, make sure the opt out button links directly to an unsubscribe page on your website. Once the customer reaches this page, make sure it has a simple online form that takes just seconds to fill out.
Experimenting with Unsubscribe Alternatives
While it’s crucial to have visible opt-out buttons and processes that are headache-free, it’s worth noting that you can offer customers alternatives to unsubscribing. Along with the opt out option, consider offering a “pause emails temporarily” option or an opportunity to receive only some emails from your business. You could also point out other ways to stay in the loop with your brand besides email or texting, like encouraging them to follow your brand on your social channels.
Leveraging Unsubscribe Surveys for Feedback
Tap into the power of unsubscribe surveys or questions to glean data from your customers who decide to leave. You can embed these questions right on your unsubscribe page. For instance, *Klaviyo has a field where customers can select the reason why they’re unsubscribing.
Your customers’ responses can help you identify areas of improvement so you can decrease unsubscribe rates in the future. It will also give you a better understanding of why they’re saying goodbye, so you can tweak your marketing efforts accordingly.
Shifting Perspective: Turning Departures into Opportunities
Having an easy unsubscribe process is the first step to leaving your customer with a good impression of your brand even after they part ways with you. They’ll remember the excellent CX they experienced while investing in your business’s services and/or products, and they’ll be more likely to recommend you to their acquaintances and consider reconnecting down the road.
Step Up Your Customer Experience
Need help leveraging your customer data or improving your website’s CX? Connect with a TTG mentor today!
*DISCLAIMER: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!
