Having reviewed many, many thousands of email campaigns sent through Campaign Monitor and MailBuild, we’ve noticed that a lot of designers like to try and hide the unsubscribe link away, to make it like a little game of ‘find the link’ for their subscribers.
We’ve always encouraged people to do the opposite, make it easier for people who don’t want your emails to unsubscribe than it is to hit the ‘spam’ button and cause you trouble.
The always helpful Mark Brownlow agrees with us in his post “Time to move the unsubscribe link? recently.
If it’s there in the preview pane, then more people are likely to use it instead of reporting you as spam. Less spam reports means a better sender reputation and less chance of ending up on a blacklist
The best way to find out of course is to measure it – does having the link at the top actually lead to a significant increase in unsubscribes? A reduction in spam complaints? If more people do unsubscribe, does that leave you with a more responsive and passionate subscriber base?
Email marketing has plenty of room for testing and experimentation, and another great post on Email Marketing Reports links to information about the big impact small changes can have.
We’ve posted before about working with your subject lines, and you can also experiment with positioning your ‘key action’ links, use of images in your newsletter and the ‘introductory’ text above your headers.
There’s no end to the possible layouts, all it needs is some creativity and a willingness to make small changes. We’d love to hear about any changes you have found useful, so leave us a comment.