When people leave.
THE RULE
Process them immediately and without obstacle.
A working unsubscribe link in every message, one click, no login required.
WHY NOT TO MAKE IT HARD
Someone who cannot unsubscribe marks you as spam instead. That damages your deliverability for everyone else on the list.
An unsubscribe costs you one subscriber. A complaint costs you delivery.
WHAT NOT TO DO
Require a login to unsubscribe Ask a series of questions first Say it will take ten days Continue sending after they opt out
ASKING WHY
One optional question on the confirmation page is acceptable. Optional, and after the unsubscribe is already processed.
WHAT TO LEARN FROM THEM
A spike in unsubscribes after a particular message tells you something about that message.
Steady low-level unsubscribing is normal.
WHAT IT MEANS
People's circumstances change. Someone who unsubscribes is not rejecting your business.
Do not take it personally and do not try to prevent it.
