An opt-out link in email allows a consumer or subscriber a way out if they do not want to receive emails from the sender.
The CAN-SPAM Act of 2003 requires companies to include an unsubscribe link in every email to allow subscribers to opt-out any time.
Although this may seem like a negative thing, it can strengthen an email marketing campaign. It is better to stick with interested customers who will respond positively to your product than have your emails flagged as spam.
One of the best ways to ensure subscribers don’t opt out is to send out emails with information that the customers need. Writing good email newsletters can sometimes be challenging.
Email marketing is one of the most effective marketing channels compared to SEO, social media, and affiliate marketing. Therefore, it should be done right as it has the potential to elevate a business.
How to Create an Opt-Out Link in Email
As mentioned above, it is required by law to create an opt-out option when sending out emails to subscribers who have signed up to receive newsletters. Once a customer opts out, contact has to cease within ten days from the opt-out request.
Using a third-party email newsletter sending service helps create an opt-out option, but creating one manually using a website and HTML also works.
There are two different ways of creating the opt-out link, and they include:
1. A Third-Party Email Newsletter Service
The first step is to create an account with the email newsletter tool, like Sender.
Secondly, enter all the required information about the business, including the owner’s full name, company name, physical address, and email address.
Lastly, choose a template of choice, enter the email text, and then schedule the email for sending.
An opt-out message at the bottom of each email sent will automatically be produced by the service. When someone clicks the link, the owner receives a notification via email, and the email newsletter service deletes the persons’ email address automatically.
2. Manually Created Opt-out Link
The first step is to create a new page on a website and insert a simple HTML form code that easily allows the visitor to enter his or her email address. Once the visitor submits the request, an opt-out request appears in the owners’ email inbox. A line should be written to inform the customer of their ability to opt out of receiving these messages in the future.
A clickable link should then be posted at the end of all of the emails to customers. The email addresses received in the inbox requesting to opt out should be removed manually.
Importance of an Opt-Out Link in Email
An opt-out link in email is vital in any email marketing strategy for the following reasons:
It shows the contacts that the sender values the interaction with them – The request for permission shows the recipients they are valued, and the sender respects their space. The gesture also makes the readers feel comforted and prevents an invasion of privacy.
Prevents spam affiliation – Having this option available within an email shows the contacts that the purpose of the email newsletter is to provide them with a service and not spam them. The email is seen as a source that will refer them to informative content instead of something that is easily confused with spam. This adds professionalism to the email and avoids having negative associations with the brand.
Increases the open rate – As much as it’s discouraging when someone unsubscribes, one positive benefit is that the open rate percentage increases. An increased open rate shows the email campaigns are performing well and returning a good return on investment.
Reasons Why People Opt-Out
There may be a few benefits for a business when people unsubscribe from the email newsletter, but too many opt-outs can hurt the business. Let’s look at some of the reasons people opt out.
1. One Did Not Subscribe
In most instances, people give their email addresses to receive an instant value like a sales coupon. Failing to mention they will receive emails leads them to opt out.
2. Too Many Emails
This is one of the main reasons why people unsubscribe from email newsletters. Therefore, it is vital to send a few emails to subscribers to ensure they do not feel spammed and unsubscribe.
3. Poor Content Quality
If the subscribers do not find value in the content, they will probably opt out. The sender should therefore put a lot of thought into the marketing emails to avoid this. Ones that will be engaging and users will enjoy.
4. Not Personalized Content
Sending out content that is not personalized can lead to contacts unsubscribing from the newsletter. Email personalization makes them feel more personal and makes the recipient feel appreciated.
Tips to Reduce the Opt-Out Rate
Three main tips to reduce the amount of opt-out subscribers.
1. Segment the Email List and Send Personalized Emails
One of the ways to personalize an email is by greeting subscribers by their names. Another one is delivering exclusive offers and discounts to specific people on the email list and letting them know it’s just for them. Tailoring emails to a specific gender or age group also works well.
Try to engage with opt-out users and give them a chance to re-subscribe. If a user unsubscribes, ask them why to rectify the problem and hopefully keep them on the email list. If they are unsatisfied and choose to leave, solving that specific problem could prevent another user from leaving.
Also read: Email list segmentation: The Definitive Guide
2. Optimize the Emails to Be Mobile-Friendly
Most people check emails on their phones, so it’s essential to make sure they can open them with ease. A study by Adestra has found that 15% of mobile users unsubscribe if they cannot open the emails on their mobile phones. Overlooking this kind of detail could potentially hurt the entire email marketing campaign.
3. Offer Discounts and Product Information
Make the customers feel special by offering discounts and information on product launches and updates. Doing this makes them feel privileged to be subscribers. Business owners can also take advantage of birthday marketing by using personalization.
Also read: 10 New Product Launch Email Template Examples
Thomas Moore is an experienced professional working for a prominent research paper writing service. Having previous experience in e-mail marketing in PR agency, he offers his insight and knowledge in this article. Thomas is a passionate content creator striving for quality in every piece.