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6 práticas recomendadas que você deve seguir ao otimizar sua página de cancelamento de assinatura de e-mail

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 salvar them? I recently did that with Sweetwater, an audio equipment ecommerce provider with exceptional support. I almost felt bad clicking the desinscrever 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:

Página de cancelamento de assinatura de Sweetwater

Quão legal é isso? Em vez de cancelar a assinatura de tudo, apenas reduzi a frequência para uma vez por mês.

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 mestre cancelar, 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. Opções de Comunicação: Stop with the tudo ou nada unsubscribe page and provide a tiered approach that offers different levels of involvement. This can include topics, target audiences, and frequency.
  2. Cancelar inscrição com um clique: 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. Eliminar assinantes: 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. Última Chance: Before you purge unengaged subscribers, make them a last-chance offer to see if they’d like to stay.
  6. Obter feedback; 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.
Cancelar subscrição
Fonte: Epsilon

Douglas Karr

Douglas Karr é CMO de AbrirINSIGHTS e o fundador da Martech Zone. Douglas ajudou dezenas de startups de MarTech bem-sucedidas, auxiliou na due diligence de mais de US$ 5 bilhões em aquisições e investimentos da Martech e continua a auxiliar empresas na implementação e automatização de suas estratégias de vendas e marketing. Douglas é um especialista e palestrante em transformação digital e MarTech reconhecido internacionalmente. Douglas também é autor publicado de um guia para leigos e de um livro sobre liderança empresarial.

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