Why do some companies continue to make it difficult for consumers to unsubscribe from email newsletters?
Yes, they do it so you give up and decide not to unsubscribe. That’s how they keep you in their marketing web with the hope that you’ll continue to buy.
Or, their customer service and user experience are so bad that they don’t even realize the sorry state of their email unsubscribe process.
Or, maybe they figure that consumers who want to unsubscribe don’t deserve an easy way to do it. Kind of a final “thanks for nothing and don’t let the door hit you on the way out.”
No matter the reason, it’s bad marketing.
Consumers who unsubscribe from email newsletters aren’t necessarily severing their relationship with the brand. They’ll likely buy again.
They’re unsubscribing because the content of the emails don’t provide any value. Or, they’re getting too many emails–the frequency is too much for them.
Some companies require the consumer to enter their email address on an unsubscribe form. If you have multiple email addresses, then it can be a bit tricky to figure out which one is the right one.
Other companies require the consumer to enter a user name and password on an unsubscribe form. With all the user names and passwords people need to remember, that’s called torture.
I’ve even seen a double opt-out unsubscribe processes. Are you really sure you want to miss out on all these great emails? Really really?
If your company doesn’t have a 1-click unsubscribe process, then you’re making it too tough for consumers.
