Blueprint for Better Email #4
Blueprint Basics
1 Use a preference center
You can use subscriber behavior, but it’s always a good idea to give your subscriber a choice. It should be simple. Think about the types of regular communications that you send and let your subscriber determine what they receive.
2 Have a process for when people hit “reply”
You might have some type of clause in your footer that suggests “please do not reply to this email.” But people will. How will you deal with it? You can’t just ignore the emails—but you can filter them to the appropriate person at your company. If someone does have a question, you should have a method to answer them.
3 For the love, make your unsubscribe process simple
Don’t ask your subscribers to jump through hoops to remove themselves from your list. If they don’t want to read your emails, they probably aren’t ready to buy your product. This also includes the post-unsubscribe survey that brands sometimes do. Are you really going to use that data to change your strategy? Then remove it. And while you’re at it, schedule time periodically to ensure that your unsubscribe links work properly.
Trends We're Seeing
1 Highlight trends and achievements
Brag about yourself a little! If a subscriber makes it to the bottom of your email, use the real estate to talk yourself up. Try modifying your template once a month and see what click-through rates look like.
2 Feature your preference center and your unsubscribe together
You’d rather not see subscribers unsubscribe from everything if it’s only one type of email they despise. Allow subscribers to update their preferences and email address, or unsubscribe.
3 Add some whimsy to the mundane
Privacy notices and unsubscribes aren’t exactly sexy. Use your brand’s voice as a guide for what you want to say. The Hustle and Really Good Emails are two of our favorites.
Recommended Reading
18 Ways to Improve Your Unsubscribe Process
The Surprising Cost of Unsubscribes
The Inbox is a Privilege, Not a Right