why make unsubscribing difficult?
February 18, 2011
Mistakenly believing it will keep list attrition minimal, many people love to make unsubscribing difficult. It amazes me that people still think this is a reasonable way to treat end users.
Do you want your brand to be perceived as not looking after your customers? If I’m a subscriber to your content who wants out, and it takes me 3 clicks to do it, I’m likely to do two things: start referring to your site as being shady, and report you as a spammer.
Make it EASY for users to unsubscribe, not hard. Putting up roadblocks to unsubscribing may provide the illusion of a large list, but it is deleterious to brand image, member satisfaction and list activity. It’s much better to have a high quality email list with an 80% open rate than a large list with a 10% open rate.
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