Is it common practice to reactivate old unsubscribes?
Summary
What email marketers say11Marketer opinions
Email marketer from HubSpot explains that maintaining good email list hygiene includes removing unsubscribes promptly and focusing on engaging active subscribers. Reactivating unsubscribes hurts deliverability.
Email marketer from MarketingProfs suggests that instead of reactivating old unsubscribes, focus on improving list hygiene, segmenting audiences, and creating personalized re-engagement campaigns to win back subscribers.
Marketer from Email Geeks shares that they have deliberately not re-unsubscribed to see what stupid thing will happen next and thinks this is prevalent in the non-profit sector.
Email marketer from Email Uplers emphasizes that growing and maintaining an email list involves permission-based opt-ins and respecting opt-outs. Reactivating unsubscribes degrades a sender's reputation.
Email marketer from Neil Patel's Blog advocates for permission marketing and emphasizes that respecting subscriber preferences is crucial for long-term success. Reactivating unsubscribes goes against the principles of permission.
Marketer from Email Geeks responds to the reactivation of old unsubscribes, stating "someone done f-ed up"
Email marketer from Reddit states it's illegal in many places (GDPR, CAN-SPAM) and unethical. Suggests focusing on re-engagement campaigns instead of reactivating unsubscribes.
Email marketer from OptinMonster focuses on growing email lists using ethical opt-in practices. Building trust will create better campaigns.
Email marketer from Email Marketing Forum warns about deliverability issues and potential legal repercussions if unsubscribes are reactivated without consent. Recommends permission-based marketing.
Email marketer from ActiveCampaign highlights re-engagement campaigns as a best practice for winning back inactive subscribers. It is a better alternative than reactivating unsubscribes.
Email marketer from Litmus explains respecting subscriber preferences is critical for building trust and maintaining deliverability. Actively avoid reactivating unsubscribes.
What the experts say4Expert opinions
Expert from Email Geeks shares an experience of a travel company reactivating old unsubscribes and offering a year of access to their website and airport lounges for €4400.
Expert from Email Geeks suggests that the number of old clients that reactivate unsubscribes leads her to believe it is standard industry practice for her old clients.
Expert from Spam Resource highlights deliverability issues associated with reactivating unsubscribes, emphasizing that it harms sender reputation and deliverability metrics.
Expert from Word to the Wise notes that ignoring unsubscribe requests damages sender reputation and leads to compliance issues. Avoid reactivating unsubscribes.
What the documentation says4Technical articles
Documentation from European Commission states that under GDPR, consent must be freely given, specific, informed, and unambiguous. Reactivating unsubscribes likely violates these requirements.
Documentation from Mailchimp explains that they automatically suppress unsubscribed addresses and advises against importing them back into your audience as active subscribers.
Documentation from Federal Trade Commission highlights that CAN-SPAM Act requires honoring unsubscribe requests promptly. Reactivating unsubscribes violates the core principles and requirements of the act.
Documentation from Sendinblue explains reactivating unsubscribes goes against recommended email marketing best practices. They recommend double opt-in and list segmentation for better results.