Chad White says, “Brands everywhere are embracing customer-centricity, but many relics of brand-centric thinking are still out there. This is definitely the case in email marketing, where we often vilify inbox providers and second-guess our subscribers’ intentions and intelligence.

As we approach the New Year, let’s resolve to focus more on serving our subscribers instead of trying to manipulate them, and to focus more on respecting our subscribers’ intelligence instead of insulting it.

Here are six email marketing manipulations that we should stop in 2017:

1. Using passive-aggressive email signup and opt-out language

Implying that people are lazy or stupid if they’re not interested in receiving your email newsletter is no way to start a relationship. And implying the same on your unsubscribe page if they go to opt out is a horrible way to try to keep a relationship.

Even if this kind of language shocks people into thinking twice about closing out your pop-up form or completing your unsubscribe process, trying to guilt and shame prospects and customers is a sure-fire way to do damage to your brand and generate negative word of mouth”.

6 ways marketers try to manipulate subscribers and why we should stop

Marketing Land

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