Understanding Unsubscribe Processes in Email Campaigns
TL;DR:
- Unsubscribing removes a user from all the sender's mailing lists
- Squarespace includes an unsubscribe link by default – don't add extra ones
- High unsubscribe rates often signal content problems
- You can track campaign-specific unsubscribes through the dashboard
- Unsubscribe effects differ between automatic and manual removals
How Unsubscribe Functions Work
When someone clicks the unsubscribe link in your email footer, it removes them from all mailing lists linked with that sender. Squarespace automatically adds these links to keep you compliant and make the process simple.
Don't add extra unsubscribe links manually. They could malfunction and cause your emails to be marked as spam.
Tracking Unsubscribes
Keeping track of who unsubscribes after your campaigns gives you useful insights into your audience's preferences and how well your content is performing. You can track this activity within your Email Campaigns dashboard:
- Click on 'Sent' to view past campaigns
- Open a campaign
- Click the 'Unsubscribed' row beneath the campaign's analytics graph to see who opted out
Exporting Data
For a broader view, especially if you're managing multiple lists, you can export data:
- Go to Lists & Segments, select a mailing list, and export it to receive a .zip file with details, including unsubscribed users
Resubscription Options
After unsubscribing, a dialog usually appears giving users a chance to reconsider and resubscribe. This means anyone who clicked by mistake can easily reverse their decision.
Impact of .csv Imports on Unsubscribes
Import behavior varies based on how an email was removed:
- Automatic Unsubscribes: Users can't be re-added to the old lists but can join new ones
- Manual Removals: Manually removed contacts can reappear on the lists if added via a .csv import
Managing Hard Bounces and Cleaned Addresses
Email addresses that no longer exist or are misspelled result in hard bounces, leading to their automatic removal to maintain list health and deliverability. Watching these metrics helps maintain your email marketing's effectiveness.
Keep an eye on bounced and cleaned addresses separately to maintain accurate list hygiene and analytics.
Unsubscribe Link Customization
The style of the unsubscribe link is preset to match your campaign's global text link styles and ensures visibility based on the email's background color. This maximizes accessibility for all users.
FAQs
Can I customize the style of the unsubscribe link in Squarespace Email Campaigns?
The style options for unsubscribe links are limited. They automatically match the campaign's text link style and color settings.
What happens if a recipient unsubscribes from a campaign in Squarespace Email Campaigns?
They are removed from all associated mailing lists, with an immediate option to resubscribe.
How can I track who has unsubscribed from my email campaigns in Squarespace?
Use the Email Campaigns dashboard to view the unsubscribed users for each campaign.
Jargon Buster
- Unsubscribe Link: A footer link allowing recipients to opt-out of emails
- Hard Bounce: Email rejection due to a non-existent address
- Cleaned Addresses: Removed addresses after hard bounces to ensure list accuracy
- CSV Import: Uploading a CSV file to update or add to your contact lists
Wrap-up
Understanding how unsubscribes work within your email campaigns can significantly improve the way you engage with your audience. By working out the reasons behind unsubscribes and managing your lists effectively, you can ensure higher engagement and fewer losses. A clear unsubscribe process not only complies with best practices but also respects user preferences, potentially boosting your campaign's reputation and effectiveness.