Recipients of promotional campaigns have 4 different unsubscribe mechanisms available if they no longer wish to receive your emails. It's important to provide your recipients with ways to easily unsubscribe from your emails in an effort to achieve higher email delivery rates. Complaint rates are one of the highest contributing factors to poor deliverability and sender reputation, so including easy unsubscribe mechanisms can help to prevent spam complaints.
1. List unsubscribe
A "list unsubscribe" message header is an optional piece of text included an HTML based extension that some ISPs (Internet Service Providers) support. This will display next to or above the email message, allowing a recipient to unsubscribe by simply clicking on that text. The ISPs that support this include Gmail, Hotmail, Yahoo, AOL, and other smaller providers.
2. Unsubscribe Merge Tag within Revinate Email Composer
A mandatory option contained within the Revinate email composer is a link based unsubscribe, which is available as a mere tag. This required link appears at the bottom of all outbound marketing emails and is necessary for hotels to remain compliant in CAN-SPAM, GDPR, and CASL. The inclusion of an unsubscribe link is mandatory and can not be removed from any promotional email.
3. Feedback Loops
When an email recipient complains by marking a message as 'Spam', it will result in that recipient being unsubscribed from all future mailings from that sender. For more information on what a "feedback loop" is, please review the following help desk article.
4. Verbal/Direct Unsubscribe to the Hotel
A guest/email recipient can contact your property directly via email, phone or in person to request being taken off any email lists or communications. That would require additional action by the hotel to log into the PMS and/or Revinate Marketing (depending on your PMS subscription status integration) and update the subscription status of that specific contact.