To mark the launch of TRUSTe’s new Email Privacy Seal, over the next few months, we will be publishing a series of “Tech Tips” reviewing best email privacy practices.

The “unsubscribe” mechanism within your commercial emails should be clear, conspicuous, and, above all, easy for the consumer to use.

If you include an “unsubscribe” mechanism in your commercial emails that is not prominently placed and simple to activate, customers may begin to consider your email spam. Even if they choose not to use the mechanism, a user-friendly unsubscribe process reassures recipients of your trustworthiness and makes them more likely to open and read future messages.

Here are a few steps you can take to improve your unsubscribe mechanism:

• Implement an unsubscribe link within the footer of the email that is called out from surrounding text and uses a different font color (say, red). In other words, do not bury the link within a paragraph of text.
• The unsubscribe should be a one-click process. Consumers should not have to enter any personal data in order to unsubscribe after they click the link.
• After the consumer has unsubscribed, provide a notice of the timeline for the unsubscribe to take effect. (Keep in mind that the CAN-SPAM Act gives you 10 business days to stop sending email.)
• The unsubscribe must be permanent unless the consumer re-subscribes.

Heidi Berger is an account manager with TRUSTe.

Read past tips at www.truste.org/sealholders/tech_tips.php.

 

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