![\"Update](\"https:\/\/www.premierpress.com\/wp-content\/uploads\/2019\/03\/EmailMarketing_Unsubscribe_thumbnail.png\" "\\"Don't")
I recently changed jobs and my primary work email address and needed to move many of my various newsletter subscriptions that were still relevant to my new email account. Simple enough, right?<\/p>\nI recently changed jobs and my primary work email address and needed to move many of my various newsletter subscriptions that were still relevant to my new email account. Simple enough, right?<\/p>\n
I went through dozens of recent email and every one of them had an unsubscribe or \u0093change email Yourpreferences\u0094 link at the bottom of the form. It\u0092s good to see CAN\/SPAM<\/a> compliance is alive and well.<\/p>\n Right away I saw this was turning into more work than I originally planned. It wasn’t going to be easy to change my email address for the newsletters I wanted to continue to receive. Here’s what I found:<\/p>\n These weren’t fly by night companies, it included large companies that sell software services and even a significant social media marketing player.<\/p>\n Most of the time I just deleted my subscription and moved on, ending my relationship with the company.<\/strong> Only a few did I care enough to go back to the web site and resubscribe, although if I get tons of new prospect drip emails all over again I may cancel some of these.<\/p>\n According to the US Bureau of Labor Statistics, people typically change employers every 4.6 years<\/a>. It seems that most email marketers are ignoring this, they seem to think it is OK to end your relationship with prospects every 5 years.<\/p>\n A change in companies can suddenly make a cold prospect hot.<\/strong><\/p>\n Your prospect may have really wanted to implement your products or services, but maybe they worked at a laggard employer and couldn\u0092t make progress. This may be why they left. In their new job they may be in a position to buy, but you made them cancel their email subscription, ending your relationship.<\/p>\n If they are a hot prospect, they may be ready to buy as soon as they’re settled at their new company. But if your competitor allowed them to change their email subscription and you didn\u0092t, you may be forgotten. Even if you eventually get the sale you\u0092ll never really know where the lead came from. Not a disaster, but not good marketing.<\/p>\n Email service providers generally make it really easy to set up forms that allow people to update their profile information. Some providers, such as MailChimp<\/a>, allow you to use the same form for signing up for a newsletter and updating a subscriber profile. Zero extra work, just add a \u0093update profile\u0094 link at the bottom of your emails.<\/p>\n\n
The Result<\/h2>\n
A Hot Prospect Lost?<\/h2>\n
Why is this such a problem?<\/h2>\n
No Excuses<\/h2>\n
Lessons learned<\/h2>\n
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Have more questions?<\/h2>\n