No, you read that correctly. Have you tried to change your email address lately so that your credit card companies, utilities, magazines, stores and your other accounts can reach you? It’s almost impossible.
Companies spend millions of dollars building their subscriptions lists and then most give subscribers one choice: Unsubscribe. But I don’t want to unsubscribe. I have a new email address. I had to go through contortions to find out where to change it on almost every account I have.
Are you one of those companies that makes it so difficult for customers to change their email addresses that they simply unsubscribe?
This is no laughing matter.
Consumers Prefer Email
According to a recent study, email is the most preferred communication method for U.S. consumers. The researchers found that “the large majority of U.S. adults (72%) prefer communication with companies to happen through email.” Social media came in at a distant 20%.
The study went on, “Nine out of 10 (91%) of U.S. adults said they like to receive promotional emails from companies they already do business with.”
I hope the companies I’m about to highlight mend their ways. It’s pathetic when I have to Google “How do I change my email on AT&T?” Even that didn’t work so I called the company because I need to receive their messages.
For companies less important to me I did what they suggested: I unsubscribed. That is the ONLY immediate option you are given by many, many organizations. All that money invested in my subscription, only to lose me because they make is so difficult to change my profile.
Just Take a Look
Macy’s. I shop a lot at Macy’s. I think I’m getting lucky when underneath a recent email I read “My Account – My Profile.” I go to the page and see all my contact information. But I can’t click on my email to change it. I look around to figure out why I can’t but don’t find anything. In despair, I turn to Google: “How do I change my email address at Macy’s?” I click on a link and this is the message I see:
Are they kidding? I can change my home address, phone number and password, but not my email?
Con Edison. Con Ed is my local utility. I certainly can’t live without the electricity and gas they supply. How about including another bullet point, “Change your email address.”
I often use Travelocity to book airplane tickets and car rentals. Again, the only option is to unsubscribe.
JetBlue. I fly JetBlue almost exclusively to travel up and down the east coast. I dislike making such an example of JetBlue, but here is what I had to go through on their website. I guessed that Preference Center was the place where I could change my email address.
Ooops. This is what I saw when I clicked on the link:
Undeterred, I clicked on “Get Answers” and then clicked on a drop down menu – do you see anywhere to change my profile information? Nada.
Finally, I Googled “How do I change my email address at Jet Blue?” and found a link that took me to:
Is this the dashboard? Is this a term that most flyers would understand? To be fair, after looking over the rest page, I did find a box that said “Dashboard.”But why put me through hoops with all those extra steps?
Delta. To give credit where it’s due, Delta did it right and first asked me to update my email preferences. Personally, I would have dropped the unsubscribe option on this page. The unsubscribe could have been included in the email options. Don’t make it so easy for me to unsubscribe.
If you are selling directly online and conducting email campaigns, do you make it easy for your subscribers to change their email addresses? If you don’t, then you can expect a lot your most valued customers to click on “Unsubscribe.” That’s a lot of lost opportunities for future sales.