Email Opt-Out Traps to Avoid
April 11, 2018
A great way to market your call center or answering service is with email marketing: you collect email addresses and send regular messages that contain value. A key to email marketing success is to make it easy for subscribers to opt-out of receiving future messages. That’s right; make it simple for them to stop getting your emails.
If you make it difficult for them to halt delivery, you will incur their wrath and they will flag your messages as spam. This will hurt the chances of your other subscribers receiving the messages you send to them.
Some marketers make the error of pretending to follow this opt-out advice while stealthily trying to subvert it. You want to avoid their traps.
Small Point Size: Don’t use a small point size for your opt-out message. Ideally the unsubscribe text should be the same size as the rest of the email, but no more than two points smaller. The goal is for people to be able to read it, not have to squint to make it out.
Faint Color: Another mistake is using light color text on a white background. This makes the opt-out message hard to see, as well as hard to read. Don’t disguise the instructions and link that informs people how to stop receiving your emails. Gray scales are out. Bold colors are in. Use them. When in doubt go with black.
Odd Text: Next don’t pick a strange font that is hard to read, such as script or flowery lettering with embellishes. Use a sans serif font for your opt-out message, just as you use in the rest of your email. While serif typestyles dominate the print publishing industry, sans serif fonts predominate in the online world, including email.
Other Language: Putting your main message in one language and your unsubscribe message in a different one is both rude and insulting. While some subscribers may be bilingual, assume that they aren’t. Stick to one language for opt-out success.
Wrong Link: The last trap to avoid is courtesy of underhanded marketers who appear to do everything right, but the link to unsubscribe doesn’t let them unsubscribe. Instead it takes readers to a sales promotion. The subscriber doesn’t want to read your messages and wishes to stop them, do you really think they’ll respond if you cheat and take them to a sales page instead? Of course not.
To keep your email list clean and up-to-date, make it easy for people to unsubscribe. This improves your online reputation as an email marketer and increases the likelihood that the people who want to read your messages will actually receive them.
Janet Livingston is the president of Call Center Sales Pro, a premier sales and marketing service provider for the call center and telephone answering service industry. Contact Janet at email@example.com or 800-901-7706.
Peter Lyle DeHaan is a freelance writer from Southwest Michigan.
Use an Answering Service to Block Out Time
People at all levels of business, in all sizes of businesses, struggle to find time to focus on key projects. Nowhere is this more critical than for e...
Selling a Distressed Answering Service
Prior posts have addressed the right time to sell your answering service, the wrong time to sell, and about leaving a legacy when it’s time to move ...
Why Insisting on a Stateside Call Center is an Ill-conceived Goal
When people reach a call center, they make assumptions about the agent and the agent’s location based on what they hear. While these assumptions may...
Use an Answering Service to Better Serve Callers
When someone calls your office, what happens? Don’t answer this question with what you hope happens or what you ideally want to occur but with the t...
7 Steps to Deal with an Underperforming Answering Service Sales Rep
If an answering service has sales reps they either produce consistent sales month after month or they underperform. Too often sales reps underperform....
A Professional Billing Service Provides Added Value to Answering Services
With the right software, anyone can generate telephone answering service invoices—and get them mostly correct. Yet it takes a company with unique in...
Use an Answering Service to Back-up Your Staff
In today’s fast paced business environment we all have more to do and less time to do it. Too often something needs to give. We skip some aspects of...
Use an Answering Service to Handle Your Office Hours Calls
Most everyone knows that answering services are great at answering the phone in the evenings and weekends, but they can also answer your phone during ...