It’s a small thing. Or maybe not.
But part of the eCRM journey is saying goodbye. Or allowing registrants to say ‘I’m unsubscribing’.
I could list – and it would be long list – the sites I have had trouble unsubscribing to an email subscription (where it’s not spam). I’m a strong advocate of treating site visitors correctly even when they are leaving – similar to the American habit in shops of both welcoming and saying goodbye to customers.
Allow easy unsubscription : Link it to an html page – not to their email address through an email program : Have a bespoke ‘goodbye’ page – not a link back to the site’s front page : Give an option of changing their mind – or – accepting a few more emails before the final decision It’s all about the journey.
Navigating the emerging landscape
#typed notes explores the emerging landscape from an insiders perspective, commenting on futurology, social media, brand planning and anthropology. And inspiration
He is Founding Partner at Metropolis Partners