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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.

How to manage unsubscribes

Subscription statuses are recorded on each contact’s contact profile. For each channel that you have installed, there is a separate subscription field.
For each channel, the contact’s subscription status can either be:
  • Subscribed
  • Unsubscribed

Updating the subscription status of your existing contacts

As of August 2023, contact profiles have been updated to record channel subscription statuses. Contacts that were created before this date will need to be updated to include their subscription statuses.
Re-uploading contacts will not create duplicates. Existing contact profiles will be updated to include subscription statuses.

How to update subscription status via CSV files

You can update the subscription status of your contacts by creating CSV files and uploading them into Contacts.
There are two ways to do this:
  • By uploading a CSV file that contains subscription information. The contacts’s subscription information will be updated automatically.
  • By uploading a CSV file that doesn’t contain subscription information. We’ll ask you what subscription status you want to apply.

CSV file formatting

You can download the sample CSV file available in the Import from CSV screen, in the Upload File step. This file can now be edited as per the requirement. You may specify the subscription status of contacts for one or more channels at once.
Below are some sample CSVs to start formatting your customer's subscription data:
Template CSV _ Email Subscribed.csv
125B
Text
Template CSV _ SMS Unsubscribed.csv
116B
Text

Format a CSV file to include a channel subscription status column

If you want to include channel subscription status in the CSV files you upload, you can do so by adding a column that contains this information.
Name the subscription columns as follows:
  • subscribedWhatsapp
  • subscribedEmail
  • subscribedSms
For each ‘Opted in’ CSV file, make sure the value in the subscription column is ‘TRUE’.
For each ‘Opted out’ CSV file, make sure the value in the subscription column is ‘FALSE’.
Example: Correct formatting ✅
Use the following examples to see how your CSVs should be formatted.
SMS: Opted in
Identifier
subscribedSms
+31 6 22 22 22 22
TRUE
+31 6 33 33 33 33
TRUE
SMS: Opted out
Identifier
subscribedSms
+31 6 11 11 11 11
FALSE
+31 6 44 44 44 44
FALSE
Upload your formatted CSV
You’ll need to upload your CSV files one at a time. To do this, follow these steps:
  1. 1.
    Go to Grow customers > All contacts.
  2. 2.
    Click Add contact > Import from CSV.
  3. 3.
    Upload your CSV file.
  4. 4.
    Review your CSV sample, then click Next step.
  5. 5.
    In 'Apply Categories' section, you will see the option 'Update subscription status for imported contacts'. Under this, you can only specify subscription status for channels for which subscription columns are not present in the CSV file. If your CSV file already contains all the channel subscription columns, all the checkboxes will be disabled.
  6. 6.
    If the CSV file contains contacts you already uploaded before, and you want to not change the subscription status of those through the existing file, you may select the 'Import without updating subscription status' option. Through this option, subscription status for existing contacts will remain unchanged. New contacts will be imported without consent to receive marketing messages.
  7. 7.
    Click Finish.
Repeat these steps for every CSV file that you have.

Format a CSV file without channel subscription information

If you want to upload CSV files without channel subscription information, you can still create separate CSV files for each channel subscription - just omit the subscription column.
During the CSV upload process, we’ll ask you which channel the contacts in the CSV are subscribed to.
Upload your formatted CSV
Like the previous process, you’ll need to upload your CSV files one at a time. To do this, follow these steps:
  1. 1.
    Go to Grow contacts > All contacts.
  2. 2.
    Click Add contact > Import from CSV.
  3. 3.
    Upload your CSV file.
  4. 4.
    Review your CSV sample, then click Next step.
  5. 5.
    In 'Apply Categories' section, you will see the option 'Update subscription status for imported contacts'. Under this, you can only specify subscription status for channels for which subscription columns are not present in the CSV file.
  6. 6.
    If the CSV file contains contacts you already uploaded before, and you want to not change the subscription status of those through the existing file, you may select the 'Import without updating subscription status' option. Through this option, subscription status for existing contacts will remain unchanged. New contacts will be imported without consent to receive marketing messages.
  7. 7.
    Click Finish.

Apply List to your imported Contacts

After the CSV is reviewed, and the checkbox for subscription for different channels are checked, you can apply groups to the contacts being uploaded in one of the following ways:
  1. 1.
    Auto-assign the contact to a List
  2. 2.
    Manually add the contact to an existing List

How to update contacts individually

Contacts that have been individually created, either by adding a single contact manually, automatically by interacting with agents in Inbox, or via Flows, will need to be updated manually.
To do this, follow these steps:
  1. 1.
    Go to Grow customers > All contacts > Directory.
  2. 2.
    Search for and select the contact that you want to update.
  3. 3.
    In the contact profile panel, scroll down to the channel subscription fields.
  4. 4.
    Click the drop-down next to one of the channel subscription fields, and update the contacts subscription status as required.
  5. 5.
    The contact profile will be updated, and the changes will be saved automatically.

Sending campaigns once unsubscribes have been implemented

Once you have updated your contact’s subscription statuses, you will no longer be able to send campaigns to unsubscribed contacts.
You don’t need to take any further action here; if an audience contains unsubscribed contacts, and you send a campaign to that audience, only subscribed contacts will receive the campaign.

Removing unsubscribed contacts from an audience

If you want to tidy up your audiences and get a more accurate estimation of the number of contacts that will receive a campaign when you send it, you can edit the audience to exclude unsubscribed contacts by following these steps:
  1. 1.
    Go to Grow Customers > All Contacts > Audiences and select Attributes
  2. 2.
    Choose the channel subscription field, for example, for WhatsApp, you may use “WhatsApp Subscription”.
  3. 3.
    Select the condition “is subscribed”.
  4. 4.
    Select other conditions as applicable. The result will be the audience excluding the unsubscribers.
Last modified 1mo ago