An alternative to unsubscribing.
WHAT IT IS
A page where subscribers choose what they receive and how often, rather than only all or nothing.
WHY IT HELPS
Someone who finds your weekly mail too frequent may accept monthly.
Without the option, they unsubscribe entirely.
WHAT TO OFFER
Frequency: monthly rather than weekly
Topics, where you send distinct kinds of content Pausing for a period
KEEPING IT SIMPLE
Two or three choices. A page with twelve options is abandoned, and the person unsubscribes instead.
WHERE TO LINK IT
Beside the unsubscribe link in every message.
"Unsubscribe or change what you receive."
WHAT NOT TO DO
Replace the unsubscribe link with a preference centre. A one-click unsubscribe must remain available.
Making people navigate options to leave produces spam complaints.
FOR A SMALL LIST
Probably unnecessary. If you send one monthly newsletter, there is nothing to choose between.
Worth considering once you send more than one kind of message.
THE UNDERLYING POINT
Giving people control reduces complaints, which matters more than retaining every subscriber.
