Most popular email newsletter services are great. This includes Mailchimp, Keap, Zoho, Constant Contact and a few others. However there’s one thing I find in some email newsletter services that is terrible. In fact, it could be increasing the amount of email un-subscriptions. I find that many email services don’t allow me to update my email address.
From time to time, someone will add me to their email list. I wish they would not do that and would do “opt-in” only email marketing. Seth Godin was writing about this in 1999 in his namesake book, Permission Marketing.
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What Are Email Newsletter Services Doing Wrong?
So what are email newsletter services doing wrong?
The “bad ones”, only let you unsubscribe from their email services but don’t make it so you can update your email address.
If your email newsletter service ONLY has a subscription option, you should switch from them.
Mailchimp and Constant Contact email you a link to verify that it’s you, and then you can update your email address.
With Keap, when you click “unsubscribe,” that also doubles as the update preferences button. I do wish the default said “unsubscribe or update preferences”.
Related: Is it Time To Refresh Your Email Newsletter?
It’s Not A Small Thing
This might sound like a “small issue” but it’s not.
Remember, part of the success in business is doing the BIG things that make a BIG difference.
But it’s also about the small changes and differences you can make in your business that are helpful as well.
Why Is Permission Marketing Important?
I know it’s so tempting just to add someone’s email address to your email newsletter list. But ask first.
Here’s a few reasons:
Respect for the customer: Asking people if they want to be on your email list shows that you respect their inbox and their time. This can create a positive impression of your brand.
Better engagement: People who have given permission to receive your emails are more likely to open them and engage with the content. According to a study by Mailchimp, the average open rate for permission-based email marketing is 21.33%.
Avoidance of spam filters: Many email service providers have sophisticated spam filters. If you send unsolicited emails, there’s a good chance they’ll end up in the recipient’s spam folder. On the other hand, when people have given you permission to email them, your emails are more likely to land in their inbox.
Compliance with laws: In many jurisdictions, it’s illegal to send unsolicited commercial emails. By asking for permission, you ensure that your email marketing is compliant with laws like the CAN-SPAM Act in the U.S. and GDPR in the EU.
Higher conversion rates: Since the recipients have already shown an interest in your product or service by signing up to your email list, they are more likely to convert into customers.
Improved sender reputation: Email service providers track the sender’s reputation. Sending emails to users who have not given their consent can lead to a poor sender reputation, affecting email deliverability.
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