Managing unsubscribes

When a contact ‘unsubscribes’, they are withdrawing their permission for you to send them marketing messages with Campaigns. This is also known as ‘opting out’.

Contacts can only unsubscribe from messages that are sent with Campaigns. They cannot unsubscribe from messages that are sent via Inbox or Flows.

How unsubscribes are tracked and managed

Unsubscribes are managed on a channel level. This gives contacts control over the type of marketing messages that they receive from your business when you send them via Campaigns.

For example, a contact might decide to unsubscribe from your SMS messages, but stay subscribed to your WhatsApp and Email messages. When they unsubscribe from SMS, they will remain subscribed to the other channels.

This also means that a contact who wants to unsubscribe from all of your marketing messages must unsubscribe from each channel individually.

Contacts can only unsubscribe from one channel at a time. Unsubscribing via a text message will only unsubscribe them from SMS, not from the other channels they are subscribed to.

Why it’s important to manage unsubscribes

It’s important to manage unsubscribes properly for several reasons:

  • To comply with privacy regulations and avoid potential legal consequences.

  • To protect your customers and demonstrate that you respect their privacy.

  • To keep your operations up-to-date and efficient.

Comply with privacy regulations

When you collect and process your customers’ personal information, you are agreeing to handle that data in accordance with local and global laws, regulations, and industry standards.

Privacy compliance requirements can vary based on industry, geographic location, and the nature of the data you are collecting and processing, so be sure to check the specific regulations that apply to your operations.

Many countries have strict regulations governing marketing communications, such as the General Data Protection Regulation (GDPR) in the European Union or the CAN-SPAM Act in the United States.

These regulations often require that recipients have the option to unsubscribe or opt out of marketing emails and messages. Tracking opt-outs ensures that your marketing campaigns comply with these legal requirements, reducing the risk of legal consequences and fines.

Respect your customers' preferences

Respecting your audience's preferences is crucial for maintaining a positive brand image and building trust. If customers no longer wish to receive your marketing messages, ignoring their opt-out requests can lead to frustration and damage your reputation.

Cost efficiency

Sending marketing messages to individuals who are no longer interested in your products or services can be costly and counterproductive.

By tracking opt-outs and removing opted-out contacts from your mailing lists or campaigns, you can save on marketing expenses and focus your efforts on a more engaged audience.

Improved targeting

Analyzing opt-out data can provide insights into why individuals are opting out of your campaigns. This information can help you refine your targeting and messaging strategies to reduce opt-outs in the future.

For example, if you notice a high opt-out rate after a particular type of message, you can adjust your content accordingly.

Data analysis

Opt-out data can be part of your overall data analysis efforts. It allows you to measure the effectiveness of your campaigns by tracking how many recipients choose to opt-out. High opt-out rates might signal issues with your content, frequency, or targeting that need attention.

Segmentation and personalization

Tracking opt-outs enables you to segment your audience more effectively. You can separate opted-out individuals from your active audience and create targeted campaigns for each group. This allows you to personalize content and offers based on engagement levels.

Maintain a clean database

Over time, databases can become cluttered with inactive or irrelevant contacts. By regularly tracking and removing opt-outs, you can maintain a clean and up-to-date database. A clean database helps improve email deliverability rates and overall campaign performance.

Customer feedback

Some opt-out processes include optional feedback mechanisms where individuals can provide reasons for unsubscribing. Analyzing this feedback can provide valuable insights into customer dissatisfaction, helping you address underlying issues and improve your marketing practices.

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