Listen to your reader’s unsubscribe feedback

Most marketers invest a lot of time in creating appealing e-mails, but forget to listen to the feedback given by their readers.

For instance the unsubscribe link, mostly seen as a legally obliged matter and just a figure in their statistics, but not as an opportunity to communicate with their readers. When you redirect unsubscribers to your personalized landing page, ask them one simple question: “Why have you unsubscribed?”. You may often be surprised with some of the answers, but you can use this feedback to create even more valuable content for the other 99,99% of your database.

Conclusion: Use feedback that you get from unsubscribers to create even more valuable content.

4 Comments

  1. Posted August 20, 2009 at 1:12 pm | Permalink

    excellent advice. It is the best way to take a positive out of what is considered a negative issue.

    Feedback both good and bad can be extremely valuable and should be focused on more.

  2. Posted August 30, 2009 at 5:01 am | Permalink

    That’s a great tip. I know it’s not “legal” but I always want to personally contact those who unsubcribe, mostly just to find out why, but also to “save” the sale (or the relationship, in this case).

  3. Posted September 10, 2009 at 1:16 pm | Permalink

    Personally a survey would easier to transfer into stats and would require less resources. With the results, you can easily and quickly keep an eye out to see if you are doing some thing wrong.

  4. Posted October 27, 2009 at 6:19 pm | Permalink

    Wouldn’t sending a mail to someone who has already unsubscribed, make the person more frustrated?
    Or is it better to include an option for letting them to unsubscribe with a feedback of the reason to some mail address?

    Sean Miller


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