Loren McDonald says, “In the email marketing world, the unsubscribe process gets the short end of the attention stick.

Compared with the lavish greeting of an onboarding program (or at least a welcome message), many marketers give their “unsubscribers” a virtual bum’s rush out the door with a one-click, no-questions-asked unsubscribe.

Naturally, you don’t want to put hurdles in front of subscribers who genuinely want to leave your email program. That violates the spirit as well as the letter of email laws such as CAN-SPAM (United States) and CASL (Canada). It’s also the quickest route we know to generate enough spam complaints to affect your deliverability”.

How an Effective Unsubscribe Strategy Can Make Your Email Program Stronger

Silverpop Blog

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