With winter fast approaching, you’re probably considering the best way to keep your customers responsive to your e-marketing. Some customers may want to ‘hibernate’—that is, opt out of your e marketing, either temporarily or permanently. And although it may not be immediately obvious, it actually makes good business sense to help them go.
Help them go—are you crazy?
Under the Spam Act 2003, you must include an opt-out or unsubscribe facility in all your e-marketing messages. Providing a simple opt-out option actually benefits your business by allowing you to focus on people who really want to hear from you. Enabling customers to easily opt out will also increase the odds of them choosing to buy from you again in the future. It’s important to remember that customers will pay just as much attention to how you say goodbye as to how you say hello.
Making opting out difficult will almost certainly have a detrimental effect on your reputation. At the ACMA, we often hear stories from frustrated consumers about opt-outs that haven’t gone to plan. It’s one of the most common sources of complaint for us and one that irritates consumers the most.
Alright, you’ve convinced me—what’s next?
When helping your customers to opt out, it’s important to:
- Make sure the opt-out is working—conduct regular checks by signing up to receive your own e marketing messages and then opting out. Rest assured that if you have any difficulties, so will your now cranky customers.
- Ensure the opt-out process is simple—a cumbersome system is likely to cause frustration and generate complaints.
- Remove customers from your marketing list within five working days of their opt-out request.
Remember, opting out might only be temporary. By playing it cool and doing it well, you might just re engage some customers when they emerge from hibernation.
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