Continue to Embrace the Unsubscribe

Continue to Embrace the Unsubscribe

Fear & Placement Go Hand In Hand One of the greatest fears for organizations that have a substantial email program is that of list attrition and stagnated growth in the subscriber base.  List attrition happens when subscribers issue a spam complaint, their addresses bounce, or they “naturally” unsubscribe. A “natural” unsubscribe occurs when the subscriber takes the time to find the link, clicks on it, and proceeds with whatever unsubscribe process the company has put into place. Companies view the unsubscribe as a threat and a failure to the long-term viability of the program. Truth be told, some companies are just plain scared of subscribers leaving their list, because someone in the organization believes that bigger lists are better. Over the years, the common practice by organizations is to place the unsubscribe link at or towards the bottom of the email. Some make it clearly visible while others find ways to hide it, either in the legalese, via a smaller font, or,...
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