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The Techniques for Opt-Outs to Opt Back In

Federal laws regulate spam by requiring businesses that are sending promotional and marketing emails ask potential recipients to opt-in. An opt-in is consent that the individual wants to receive information from your business. When customers opt-out of your list, they are sending a message to you that says they no longer want to receive emails or information from your business. In order to stay in accordance with the spam laws, you can try to urge your opt-outs to stay or to opt back in to your list with a few techniques, such as using your opt-out confirmation email, with an incentive, or a different version of the opt-in.

  1. Confirmation Email

    • You can send an automatic email to anyone who unsubscribes from your list. You can say something such as, "We received notification that you want to unsubscribe from your list. Was it a mistake? Did someone hack into your email and opt-out instead of you? If it is a mistake, then click on this link, (insert link) to make sure you get back on our list and don't miss out on any of our future opportunities. If you made this request, we're sorry to see you go, but no further action is required on your part. If you ever change your mind, you can opt back in to our list at (insert opt-in link)."

    Confirmation Landing Page

    • Opt-ins and opt-outs may also be related to a paid membership or subscription. When someone is opting out of a membership level, you can use the confirmation page that appears to try to downgrade or sell them into a lower level. For example, if they are opting out of your "Gold" membership at a rate of $97 per month, you can offer them an opportunity to downgrade to the "Silver" level membership level for $27 per month instead. The same page can also allow them to continue to unsubscribe, but essentially it provides the person who is opting out with choices. You can also use this technique for a standard opt-in/opt-out situation. Give them the option to only receive certain types of emails from your business rather than all of the emails.

    Offer an Incentive to Stay

    • Either using a confirmation email or page, you can also "incentivize" them to stay with a special offer or bonus gift. Explain that your subscribers receive exclusive information that people who are not on your list do not receive. Encourage them to stay on your list or to opt back in to receive a free download of an ebook, special report, or a free gift from your business. If the bonus is compelling enough, it may just be enough to win them over and get them to opt back in to your list.

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