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The Truth About Email Marketing by Simms Jenkins

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Truth 44. Creating an unsubscribe process

I hate returning items to stores. However, when you have a painless experience (and they all should be), you leave with a positive and lasting impression during a potentially negative exchange. (You are saying you don't like the clothes, toaster, DVD after all.) Maybe you will even shop there again. Unsubscribing from any email newsletter or promotion should be viewed in a similar light.

An efficient and easy-to-follow unsubscribe process is key for maintaining your company's reputation among Internet service providers (ISPs), prospects, and customers. Requiring subscribers to jump through hoops to be removed from your mailing list will either result in them clicking the Report Spam button instead or ...

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