Unsubscribe from poor marketing practices | ACMA


05 October, 2012 01:43 PM


Unsubscribe from poor marketing practices

By Editor

Whether you market by email or SMS, you need to enable your customers to opt out of receiving further messages. This blog looks at how easy it is to meet this critical obligation and how doing so can help your reputation.

So what do I need to do?

Your marketing message must include an electronic address that your customers can use to tell you they don’t want to receive any more messages from you. This unsubscribe facility must:

  • be clear and easy to use
  • remain operational for at least 30 days after you send the original message
  • be available to your customers at low cost or no cost.

This can be as easy as including a simple statement in your marketing messages—for example:

  • If you no longer want to receive messages from us, simply reply to this email with the word ‘unsubscribe’ in the subject line (email)
  • If you no longer want to receive these messages, please click ‘unsubscribe’ (email)
  • Unsub: reply Stop (SMS)
  • To opt-out, call 1800 xxx xxx (SMS).

What’s in it for me?

Remember, successful e-marketing is all about reputation. Ask yourself how you would feel if you continued to receive unwanted messages and had no way of stopping them. Would you be happy? Would you have anything good to say about that business? The answer is probably NO. And simple word-of-mouth from unhappy customers can do a lot of damage to your business’s reputation.

Including a way to unsubscribe in your e-marketing also helps you comply with the Spam Act.

Have I got it right?

To make sure your unsubscribe facility is acceptable, ask yourself:

  • Is my unsubscribe message clear and easy to find?
  • Are the instructions simple and easy to follow?
  • Will the electronic address accept unsubscribe messages for at least 30 days after the original e-marketing was sent?
  • Can my customers use this method to unsubscribe at low or no cost?