Three more people decided to put me on their e-newsletter lists this week. These are fine people, one of them a friend of mine.
Still, they didn’t ask me. They just did it.
And that puts me in the very uncomfortable position of having to “unsubscribe” (gotta love that word) to something I didn’t subscribe to in the first place.
Technically, the button at the bottom of these people’s e-letters should not say, “Unsubscribe.” It should say, “I have put you on a list you didn’t ask to be on. Click here if you want me to remove you.”
Be the change you want to see in the e-marketing world
Okay, paraphrasing Ghandi here. But just stop and think, “How do I want to be treated?”
In our marketing with e-newsletter workshops we, always say:
Don’t just follow the letter of the law. Be better than the law.
Building a list is hard work. But wouldn’t you rather have people who want to be on it? People who eagerly await your next issue, rather than grumbling and deleting it every time it lands in their in-box?
Okay, now you are thinking, “But I have a very low unsubscribe rate.”
Does that mean that those people are actually reading your content? Well, no. Not necessarily.
I like to tell the story of a friend. Happens to be a printer. I was in his office one day and he was glaring at his computer screen.
“What’s wrong?” I said.
“Oh, just all these ‘newsletters’ I get,” he said. “They are badly written, worthless and full of crap. And I didn’t even sign up for them.”
“Why don’t you unsubscribe?” I said.
“Because they are all from customers and I’m afraid I’ll hurt their feelings—or lose their business.”
So this guy is frustrated and angry every time he gets another issue. But he is afraid to opt out. Not exactly what we want our subscribers to feel when they open our emails.
Respect your subscribers
Violating someone’s trust can happen without ignoring the loose rules of the U.S. CAN-SPAM law.
It happens when you forget about permission-based e-marketing and best practices.
It happens when you decide that getting high “subscriber” numbers is more important than working to develop a list of people who are truly interested in what you have to offer.
It happens when you follow only the minimum requirement instead of the spirit of the law.
There is such a huge difference between slapping someone on your e-mail list and offering resources they may need. Go ahead and send them one past issue with a note that if they find it helpful, here’s a link to sign up. Nothing wrong with that. In fact,
it’s a very successful strategy.
Just do not randomly add people to your list when the mood strikes you.
Do you get put on lists you never asked to be on?
Do you think it’s important to get permission first?
What are your core e-marketing values?