A customer feels annoyed by one of your marketing automation campaigns, for instance a lead nurturing route in B2B, and wants to unsubscribe from it? That’s a bummer, but it happens. However, it does not have to be a reason to completely unsubscribe the customer from all your communication. After all, maybe they want to continue receiving your newsletter?
If you do not differentiate when customers unsubscribe, but simply remove them from all distribution lists when they click on the unsubscribe link, you will lose customers that you do not need to lose.
Therefore, either offer the customer different unsubscribe links or redirect them to a self-service center when they click, where they can manage their subscriptions themselves and unsubscribe from only parts of your communications.
Important: Explain the different options from the customer’s point of view. “I only want to unsubscribe from the lead nurturing route” will not be understood by most customers, “I only want to receive specialist information, no more offers from sales” is more likely.
Allow full unsubscriptions
By the way, the reverse is also true: a customer can be able to unsubscribe from a newsletter, but not from marketing automation campaigns (of which they may not even be aware). Therefore, always allow your customer to unsubscribe from all your communications.
More marketing automation mistakes to avoid
Undifferentiated unsubscriptions is just one marketing automation or email marketing mistake you should avoid. Find ten more common mistakes in our Checklist: 10 marketing automation mistakes you should avoid. To download the checklist, just click on the cover and fill in the form.