No newsletter publisher or email marketer likes unsubscriptions.
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There are at least two good reasons (even from the perspective of the publisher striving for high subscription numbers) why you should make it easy and fail-safe to unsubscribe, though:
- Subscribers who are not interested and never open your message (and who would unsubscribe if they could) are worth nothing and the resources for sending them mail are wasted.
- Subscribers who - for whatever reason - want to unsubscribe but fail to do so (because the instructions are not clear, or require a lot of effort on the subscriber's end) will turn to you in the end, which means high, unnecessary administrative costs if you have to take them off the list manually.
That's why you should make it as easy as possible for your readers to unsubscribe. The most accessible and failsafe way probably is
- a personalized unsubscription link that takes the reader to a page where they can take off their address using a prefilled form.
You should still offer a way to unsubscribe via email, of course.
