If you’re sending emails with the unsubscribe link, ensure that you have enabled a two-click unsubscribe.
Corporate scanners can accidentally opt-out prospects with a one-click unsubscribe. A two-click unsubscribe requires prospects re-confirm their unsubscribe request, preventing bots from inadvertently unsubscribing your prospects.
The single-click unsubscribe is the default setting, but I highly recommend turning on the two-click feature.
How to personalize your unsubscribe page
If you do nothing with your unsubscribe page, it looks like this. (Pretty blah.)
At a minimum, you should add your logo in the formatting section.
1. If possible, try to use a preference center for the unsubscribe. Doing so can prevent prospects from unsubscribing while fostering trust with your readers. Read more.
2. Don’t hide your unsubscribe options or make them difficult to see.
3. Avoid text that tries to talk prospects out of unsubscribing. This can appear unprofessional. Honor your contact’s decision to unsubscribe and focus on those who want to engage with your content and products.
4. Include links to your company’s social media profiles so that users who would rather keep in touch on those platforms can easily follow along.
How to correct incorrect opt-outs
Sometimes bad things happen.
You may find a flood of accidental, opted-out prospects that need to be corrected.
Use filters or automation to tag problematic prospects. Then, create an automation rule to change the Opt-Out status to False.
What if a prospect who previously opted out fills out your form?