Your email subscription process: it’s just as important

Jason Sisley, President & Chief Strategist

Jason Sisley, President & Chief Strategist

It’s about this time of year, every year, that I jam up my inbox with new email subscriptions in search of holiday deals. I don’t often pay that much attention to the subscription process (I also rarely actually make purchases), but this is the first year that I’ve really noticed a lot of marketers paying way more attention to what goes into the emails and the lack of attention put into the actual subscription process.

Not lying, I spent 15 minutes on a well known retail website, after registering for an email, trying to figure out how to change my preferences and profile information. Even worse, I couldn’t, because the email I registered for wasn’t part of the subscription center.

Another example is another well known retailer that has a “special” email for the holidays. First off, it was assumed I was interested in getting the new email because I subscribe to a particular email of theirs, but when I went to unsubscribe the only option was to be removed from everything, not just the new email. I emailed their customer service department about this and was told that I’d need to go back and resubscribe after Christmas, when the promotion ends. It’s unlikely I’ll remember, or want, to do this. I doubt I’m alone.

Now, I don’t think either of these scenarios are because the retailers are trying to trick me, or dissuade me from unsubscribing. I do think they just put way more thought into the email, without considering the registration process, or subscription center an integral part of the holistic program.

iStock-481685900 - Subscription Center 2a.jpg

When working with clients the first thing I do is get familiar with their subscription process, the profile/subscription center and the unsubscribe process. This is such an important piece of the program and is often viewed as necessary, but less important. It’s likely the first (sign-up) and last (opt-out) interaction they’re going to have with you. You should be making each just as simple. Whatever you do, don’t hide the subscription center as a means for making someone search long enough that they just decide to keep receiving emails because they gave up. Instead, work on giving them a reason for not unsubscribing, or for customizing their subscription. I like a good challenge and surprising someone with the options for keeping their emails, but customizing when they come too often, or on an inconvenient day or time, can easily persuade a frustrated customer into giving it another shot.

With the host of daily deal sites that are out there now, best practices are out the window when it comes to frequency. While that might be fine when a customer first registers, they’re bound to get tired and overwhelmed as more and more emails flood their inbox. Not giving the ability to customize the frequency is basically giving them an all or nothing option. When an unsubscribe is legitimate, meaning they intend to not do business with you anymore, it’s a good thing. I’d consider it an amicable break-up. When it’s done because they just can’t keep up or are losing interest, it’s your chance to win them back by saying you’re committed to changing.

In summary:

  1. Make the subscription, modify and opt-out process simple
  2. Give options for opting down (decreased frequency, different time of the day) and honor it
  3. Include subscription options for every email that has a theme (normal marketing vs. special promotion)
  4. Make the subscription center link easy to find on every page on your site
  5. Most important, when developing new emails, consider the subscription process as an important part of the program
  6. Also, don’t assume someone wants to receive everything that you have the ability to send. Ask if they’re interested. If they aren’t then you’re not wasting effort (and money) on less engaged customers.

These may sound simple, but it’s increasingly rare to find this combination.

Back to cleaning up my inbox.

Happy Holidays!