A Breakdown of What Exactly Happens During an ‘Unsubscribe’

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In your email marketing campaigns, each message you send should come with a facility allowing readers to unsubscribe from receiving any future emails. Even if you don’t add an unsubscribe link yourself (which is a bad idea), one will automatically be added.

However, have you ever wondered just how exactly that link works? And more importantly, what happens to people who have unsubscribed, and is there a way to get them back? If you have multiple lists, how do you ensure that they only get unsubscribed from a particular list and not every list in your account?

Enform’s Automailer naturally comes with this functionality (an unsubscribe tag) whether it’s in the HTML page, template, or plain text version. Upon sending your campaign to your subscribers, each reader receives a copy of your email, with the tag automatically replaced with a unique link for each subscriber.

Each link is unique to each person and each email marketing campaign, so it’s not just a matter of copying an old unsubscribe and pasting it into your next email.

A Look at What Happens When a Subscriber Clicks on the Unsubscribe Link

Upon clicking the unsubscribe link, the user is directed to our Automailer system, which records the click and automatically recognises the subscriber and his/her corresponding email list and campaign.

Enform’s Automailer instantly unsubscribes users from your email list, with no need for you to manually change any settings on the program. Your campaign report will now show that user as having unsubscribed from receiving future emails.

The Suppression List – Ways to Manage Multiple Lists and Not Lose Subscribers

The default unsubscribe setting on our Automailer automatically removes an address from all listings in the same account. This means that if the unsubscribed address were in your ‘customers’ list and ‘newsletter’ list, it would be removed from both. We’ve also made steps to ensure that you don’t accidentally import an unsubscribed email address back into your account. Addresses that have unsubscribed from your campaign are immediately added to your suppression list.

However a unique feature of Automailer allows you to change your unsubscribe setting for your lists; this is extremely useful if you want the unsubscribe link to only remove users from the specific list their emails came from but leave them on other lists in your account. A great feature that ensures you don’t lose subscribers by a blanket suppression across all lists.

Once Unsubscribed, is a User Blocked Forever?

Former subscribers can re-subscribe at any time through your subscribe forms; only you are prevented from reimporting an address once it’s in the suppression list.

How do you Keep Users from Unsubscribing from your Lists?

There’s no foolproof way of keeping your database of subscribers 100% intact, but what you can do is make a compelling case for subscribers to stay, right at the unsubscribe page.

Take for instance, the unsubscribe page of Lazada.com, a major e-commerce player in Asia. Upon clicking the unsubscribe link, you’re presented with different options to better control the mail you receive.

better control the mail you receive

The options above are particularly useful for several subscribers annoyed with the flood of emails they’re getting, so giving them some kind of control over their messages increases the likelihood of them staying.