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Tip for Email List Managers: Allow for Easy Address Changes

April 29, 2010

I’ve been going through some change-of-mail-address exercises lately, moving some subscriptions away from an account I’m not using any more to one I set up on gmail specifically for subscriptions.

I’m amazed at how many of these lists include links to unsubscribe (as they should!) but so many do not have links to change my address. It’s unsubscribe or nothing. What’s even more amazing is how many of them are vendors of email marketing solutions and advice.

typical unsubscribe with no COA option

Typical unsubscribe page with no COA option.

As an experiment, I’m tweeting the publishers to see if they are actively managing their twitter accounts (more on that later.) If I don’t hear back from them, it’s 86 for them.

Tweet to a publisher

Maybe a tweet will work. Is anyone listening?

Moral of the story: People change email accounts, especially when they change jobs. Make it one-click easy for people to change their address with you, or risk losing them.

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