What’s worse than someone unsubscribing from your emails?
Being marked as spam ☠️
Some marketers have the “great” idea of hiding the unsubscribe option (which is required by CAN-SPAM laws) in a tiny text or white font.
But you should make it easy for people to opt out of your emails. Here’s why:
- Being marked as spam will hurt your email reputation. This means that future emails are more likely to go directly into spam and not reach people’s inboxes. Clearly noting how people can unsubscribe protects your future emails’ inbox placement.
- You don’t want to “trick” people into hearing from you. That’s a terrible way to build a relationship! Honoring people’s preferences creates trust, which is a primary purpose of marketing. If they can’t trust you to honor their inbox, why would they trust your product or service?
- Use unsubscribes as a motivation to fine-tune your email marketing strategy and keep your subscribed audience engaged. Instead of being discouraged by the handful of people who unsubscribed, focus on delighting your remaining list.