Return On Subscriber – Email Marketing Blog

Email marketers….you are missing the point if you don’t allow a person to manage preferences!!

I mentioned in a previous post how I was trying to convert some newsletter subscriptions from Gmail to Yahoo. The culprite this time is the newsletter from Wolfgang’s Vault, a music memorabilia company (who is being sued by the Led Zeppelin, the Doors, the Grateful Dead and Carlos Santana for posting live recordings they purchased from the estate of legendary promoter Bill Graham).

I scrolled to the bottom to look for a “Manage Preferences” type of link.

Here is what I was greeted with:

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After clicking on the link I came to this:

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So, what does a subscriber do? Unsubscribe, that’s what they do. You have left them no choice.

Our platform at eROI, emailROI, features a preferences link in each email. If your current ESP doesn’t offer this or a work around, all of that hard work you put in to get this subscriber on your email list was futile.

People change thier email addresses all the time. I know we want to make the unsubscribe option clear, but you have to make it easy for them to update their address from your newsletter. You have to.