Automated online activity in the form of bots can be a nuisance for the average website owner, but for those attempting to acquire and convert viewers into loyal customers they are more than just a nuisance. When bots are skewing your metrics you may assume active subscribers are, in fact, active subscribers; however, these “active subscribers” may actually be bots drastically altering your conversion rate.
As we know, in addition to negatively impacting your opt-in viewers, bots can also affect opt-outs by mass unsubscribing. This is something many mailing list users may notice when a large amount of viewers unsubscribe at once, but they may not understand exactly what’s happening to cause such a decline in viewers.
This is where Pardot comes in as a vital role in not only acquiring authentic viewers, but maintaining them without automated activity disrupting your goals.
Preventing Decline in Unsubscribe Rates
Users unsubscribe when they no longer want to receive future emails, but sometimes there are mass unsubscribes that are not occurring on an individual basis. Although a list inundated with spam viewers may be frustrating, mass unsubscribes are much more detrimental to a growing list. Which is why we need Pardot to effectively prevent this from happening.
Mass unsubscribes can happen when bots use the same IP address to subscribe via multiple email addresses and then later unsubscribe. On your backend this will appear to be a steep and immediate decline in subscribers, revealing how many inactive subscriptions you have maintained. This is often very discouraging for users under the impression that their subscriber list has grown exponentially and is actively reaching intrigued viewers. To discover that your “active” subscribers were just spam can be frustrating, but Pardot can manage this problem from occurring in the first place.
While double opt-in features can prevent bots from subscribing in the first place, and therefore prevent rapid unsubscribe rates, a 2-click unsubscribe feature can prevent automatic and accidental unsubscribes. The double opt-in is preventative, whereas the 2-click unsubscribe is more akin to proper maintenance.
Yes, double opt-ins and 2-click unsubscribes create extra steps for prospects, but they are instrumental in acquiring and sustaining long-term active subscribers who genuinely engage with your content.
What is a 2-Click Unsubscribe?
A two-click unsubscribe is as straightforward as it sounds. It’s a two-step unsubscribe process that ensures the email recipient truly wants to unsubscribe by forcing them to confirm their request, as opposed to one-click unsubscribes that are confirmed immediately with one click.
Why Should Two-Click Unsubscribes Be Implemented?
The biggest reason two-click unsubscribtions should be implemented is to avoid mass unsubscribes, especially unsubscribes that are not requested by the user and are caused by spammers. However, another great reason for utilizing this option is to give recipients a choice of how/why they would like to unsubscribe. Some recipients may want to continue receiving emails, but not as often. You can also request a reason why they are unsubscribing and though many people may not provide an answer, if they do you can understand how to maintain better recipient retention for future emails.
How to Implement Pardot Features to Prevent Bots
To properly maximize Pardot features and prevent bots from negatively impacting your goals, it’s imperative to create an Email Preference Center (EPC) to make things easier behind the scenes. EPC’s make it easier to manage unsubscribes, double opt-ins, and 2-click subscribes, and overall aid in developing your metrics.
In the next article we will discuss EPC’s in greater to detail, illustrating how integral this powerful aspect of Pardot is for your needs and how you can take advantage of all features.