Basics of Email Campaign Development > Guidelines for Creating a Successful Campaign >
Plan for Unsubscribed and Failed Messages
What is your plan for individuals who want to unsubscribe from your mailings in the future? Do you have an automated process? An email address to which people send their requests? It might seem like a minor detail, but it is necessary to include as it is now required as part of anti-SPAM legislation in most countries. You must make it as easy as possible for a recipient to be removed from your list.
What about all those bounces that come back to you? You can be sure that 2-20% of your messages will come back to you in the form of a failed message. A failed message is either a hard bounce or a soft bounce. For more information on how to manage failed messages, see Managing Failed Emails. How do you update your database? You must designate a specific process for evaluating and processing bounces. Determine what you do with hard bounces, such as deleting the contacts from your database, or creating an activity to follow up with the recipient to confirm his or her contact information.
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