Email marketing is at an all-time high. But with the benefits of delivering messages straight to users’ inboxes, comes the possibility of overloading them. Too many emails flooding their inboxes can become overwhelming, leading to users wanting to unsubscribe from some — or, worse, all — of your lists.
While managing email subscriptions can be a daunting task — especially when users are subscribed to multiple lists — it's crucial to provide them with an easy and streamlined process for managing their subscriptions to prevent email fatigue.
Take this scenario, for instance: You have several marketing automation lists for your organization, each with different subscribers based on their interests or behaviors. You send out an email campaign and notice that a significant number of users have unsubscribed. But there's a catch; these users have unsubscribed from only one of your lists, and you're not sure if they want to unsubscribe from all of them.
The solution? Implementing the proper customer fields to manage user unsubscribes across multiple lists. Here are 3 customer fields you should have to make this process more manageable:
| Customer Field |
Field Description |
| Email |
The user's email address |
| List Name |
The name of the list the user unsubscribed from |
| Status |
The status of the user's emails subscription |
Implementing these customer fields will provide you with more insights into your users’ preferences and help you manage unsubscribes more effectively. Now, let's walk through the steps to implement these customer fields:
Step 1: Audit your existing customer fields and identify any gaps in your data.
Step 2: Determine which marketing automation platform you're using and how you can add custom fields to your user data. Census has integrations with 160+ SaaS tools, including email tools like Braze, Iterable, HubSpot, ActiveCampaign, and MailChimp.
Step 3: Add the ten customer fields mentioned above to your user data. You can even use a custom audience list created in Census Segments.
Step 4: Set up a workflow to track user unsubscribes across multiple lists and update the "Unsubscribe All" field accordingly.
Step 5: Use this data to personalize your messaging, optimize your campaigns, and ensure compliance with data privacy regulations.
We know that managing user unsubscribes across multiple marketing automation lists can be a challenging task. But by implementing the right customer fields and tracking user data effectively, you can streamline this process and achieve your marketing goals more
What's Next?
Once you've implemented the proper customer fields to manage user unsubscribes across multiple lists, you can take the following steps to optimize your email marketing campaigns:
- Personalize your messaging: Use the data you've collected to create personalized content that speaks directly to your users' interests and preferences.
- Optimize your campaigns: Analyze the data to determine which campaigns are performing well and which ones need improvement. Use this information to optimize your campaigns and drive better engagement rates.
- Ensure compliance with data privacy regulations: Verify that you're complying with data privacy regulations such as GDPR and CCPA by implementing an "Unsubscribe All" field. This will reduce the risk of penalties and legal action.
- Build suppression audiences: Use the data you've collected to create suppression audiences and enhance customer acquisition costs. This will drive a better brand reputation by ensuring that marketing campaigns are targeted only to relevant and interested audiences.
