One out of five US email marketers send additional emails to subscribers after confirming an unsubscribe request, according to the new study Keeping the Subscriber Experience Positive After “Unsubscribe Me” from Return Path. On the surface, one of the most essential and basic requirements of all countries’ legislations, appears to be ignored by some very well known brands.
Furthermore the study found that 11% of the companies studied emailed subscribers more than 10 days after confirming an unsubscribe request - a violation of the US federal CAN-SPAM Act.
Scary information - it appears as though these brands are not giving the unsubscribe process the necessary attention it needs.
I think that there’s a lesson to be learn for all marketers – test your unsubscribe process today. Test, not just the unsubscribe link – but all offline and manual methods as well. Remember, by testing and ensuring those who unsubscribe can do so – easily - means that you are also minimising the risk of complaints, which will hurt your deliverability.