Contact unsubscription management is a sensitive and often complicated issue. That's why we have a simple, secure and effective unsubscription module designed to take the headache out of unsubscribing.
Let's be honest: we've all tried to unsubscribe from a mailing only to find that the process is long, cumbersome or just doesn't work.
As you know, this situation can be frustrating for recipients, who increasingly have more tools to express their annoyance on social networks, qualifying these mailings as spam.
And those of us who work in email marketing know that this can be a real headache.
Therefore, in MasterBase® we have an unsubscription process with three main features:
- SimpleThe process should be simple both for the person who adds the HTML to the message and for the person who wishes to unsubscribe.
- InsuranceYou must ensure that unsubscribers do not receive messages again, even if they are accidentally uploaded to the database.
- CashThe system should work automatically (and almost magically) for those who manage shipments.
Of course, these characteristics are also assumed for those who unsubscribe, that is, in a single step, without being asked for additional data, with the option (voluntary) to provide feedback and with the alternative of cancelling the process once it has been generated (what we could consider a resubscription).
MasterUnsubscribe is our unsubscription process that meets these 3 features
How does MasterUnsubscribe® work?
1) For those who schedule messages to be sent
Through MasterBase®, activating this unsubscription module is as easy as incorporating the MasterUnsubscribe® code as a hyperlink in the HTML of the message, through the assisted editor.
The following is a step-by-step example:
Identify the text from which you will link to MasterUnsubscribe®.
Select the MasterUnsubscribe® parameter from the customization icon.
This action will paste the MasterUnsubscribe® parameter (#!masterunsubscribelink!#) into the message body.
Finally you must cut and paste this parameter as the hyperlink of the linkable text, in this case "Click here".
The MasterUnsubscribe® parameter will always be the same, so you can set up a template that you will use as a basis for future mailings.
2) For those who want to unsubscribe from a shipment:
MasterUnsubscribe® operates in a couple of simple steps.
The first is to click on the unsubscribe option:
You will be directed to the MasterUnsubscribe® page, where you will be directed to the box you are requesting to unsubscribe, the name of the company sending the shipments and the internal code for that account.
To unsubscribe, simply click on "Send Request". Only if you wish to do so, you can also report the sending as spam.
Remember that it will always be a much better choice for a contact to mark as a spam a sending in this instance than directly to the ISP (Yahoo!, Gmail, Outlook).
Once the contact sends the request, the process of blocking shipments is initiated within the indicated period (24 hours). The contact also has the option (voluntary) to inform the reasons for unsubscription.
If the contact responds to this survey they are referred to a confirmation site:
Finally, the contact receives an unsubscription notification in his or her email account, which contains an option to revoke it and resubscribe to the mailings, in case he or she would like to go back in the process.
The importance of a good unsubscription process
No company that does good email marketing wants its contacts to unsubscribe, but it would be illusory to believe that this will never happen. For this reason, and in line with best practices, companies should be concerned about having a simple, secure and effective unsubscribe process. This will undoubtedly be part of a "good exit experience" for a contact who may re-subscribe in the near future.
Not having a good unsubscribe system in place can seriously affect your company's reputation with your contacts, ISPs and your email service provider, as it could translate into:
- To be marked as spamThe most obvious and serious effect of a bad unsubscription is perhaps the most obvious and serious one. Obvious, because it is becoming easier and easier for users of email accounts to mark a mailing as spam, and serious, because it is one of the indicators that can damage the reputation of the company in future shipments, and may be blocked by an ISP.
- Moving your mailings to the spam folder: this effect also implies severe damage, since it is very unlikely that your mailings will ever be seen again, let alone rescued and re-categorized as wanted messages.
- Being the object of complaints on social networks: in today's omnichannel world, communication channels are closely linked and integrated. A bad unsubscription process can lead to strong complaints on networks such as Twitter or Facebook, with the consequent deterioration of your brand image.
In conclusion
It is essential that companies realize how necessary it is to have a simple, secure and effective unsubscription process for their contacts. MasterBase® has already done that. That's why this unsubscription module meets the exacting industry standards and best practices for this process.
We invite all our customers to learn about and activate MasterUnsubscribe® from our new platforms.
Taking care of the unsubscription process is the first step for the return of a contact. We invite you to work to make your communications experience the best it can be.
