I receive a lot of online marketing publications through email, and recently have changed my email address, but still want to receive these email campaigns. However, when I went to try to change my subscription settings and swap my old email address with a new one, only five campaigns out of 10 that I tested, did I find a link in the email to change these settings. The other campaigns included an unsubscribe link in the footer, which is great, but these companies are missing out on a huge opportunity to keep loyal readers.
Additionally, if I’m changing my email address and no longer using the old one and have no way of changing it in a profile center, then the campaign is going to continue sending to the old email address and the company is just wasting money on a now lifeless email address. Sure, I could go and start the whole process again and sign up with my new email address, but if there are a lot of choices in the form for different subscriptions, then I might not take the time to sign up again.
Lesson to be learned, make it convenient for the subscriber to change their email preferences, including changing their email address.
