Mar 6, 2023
Why are unsubscribe links at the bottom of the page? Michelle Norton Email Never Sleeps 02 03
In episode 3 of "Email Never Sleeps", Andrew Kordek, VP at iPost, discusses why unsubscribe links are typically found at the bottom of marketing emails. He invites Michelle Norton, a Solutions Architect at List Engage, to share her thoughts on the matter.
The conversation kicks off with Andrew questioning who decided to put the unsubscribe link at the bottom of emails and why. Michelle suggests that many companies hide the unsubscribe link because they are afraid of losing subscribers, but notes that hiding the link is not a good strategy because if someone wants to unsubscribe, they will find a way to do so regardless of whether or not the link is visible.
Andrew and Michelle discuss the various ways in which companies hide the unsubscribe link, such as burying it in legalese or using language like "manage your preferences" to make it less obvious. Michelle points out that as someone who works in the email industry, she is trained to look for the unsubscribe link at the bottom of emails, but the average person may not know where to look.
The conversation then turns to the topic of email preferences and how companies can use them to keep subscribers engaged. Michelle suggests that companies should offer subscribers options for how often they receive emails, what type of content they receive, and whether or not they want to receive promotional offers. She notes that providing these options can help companies retain subscribers and reduce the number of unsubscribed.
Andrew and Michelle conclude the episode by emphasizing the importance of transparency and providing subscribers with a clear way to unsubscribe. They both agree that companies should make the unsubscribe link visible and easy to find, as this can help build trust with subscribers and ultimately lead to better engagement.
Overall, this episode provides valuable insights into the importance of unsubscribe links and email preferences in the world of email marketing. It highlights the need for companies to be transparent and upfront with their subscribers in order to build trust and maintain a healthy email list.
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