Sometimes people need a nudge to try something new, edgy or against the conventional wisdom. So here you go, we dare you—NO, we Double Dog Dare you—to consider this challenge from DJ Waldow of Bronto Software:
Add an unsubscribe link to the top of your emails where it’s more easily seen. Why is it that the vast, vast majority of unsubscribe links reside (hide?) at the bottom of the email message? Is it because as consumers, we’ve been trained to scroll to the bottom of the email to unsubscribe? Or is it that as marketers we don’t want to do anything to suggest that subscribers should opt-out? Consider the likely positive benefits of adding another unsubscribe option to the top of your emails: Would this give more people faith that the unsubscribe link would work and therefore reduce the number of spam complaints? While it would surely increase the number of unsubscribes, would you lose active subscribers? Your inactive subscriber are most likely to act on the new, more visible opt-out link, which would give you a more engaged subscriber base that’s cheaper to mail and administer.
You may have a more specific business reason to make the unsubscribe link more prominent as well. For example, you may want to add the additional unsubscribe link if your spam complaints are too high, particularly if you have lots of younger subscribers (which tend use the “report spam” button to opt-out). Also, if you see your spam complaints rise after sweepstakes acquisition campaigns or during the holidays when you increase frequency, adding a more prominent opt-out link will likely reduce those complaints. I dare you to test this on a small portion of your list (and share your results).
If you take up this dare, let us know how it went by commenting below. And if you have a Double Dog Dare for the eec community, let us know about that too.