Why is Making the Unsubscribe Link Easily Visible More Helpful Than it is Hurtful in Email Marketing?

You could say that the unsubscribe process that allows subscribers to opt out of your email communications is just as important as the sign-up process that allows them to opt in.  Some people are going to want off of your list.  It is a common thing and something you must be prepared for.  Whether or not this is a simple or difficult process largely depends on your unsubscribe link.  If it is not clearly visible, it could result in frustration for the subscriber, and trouble for you, the marketer. 

By now we are familiar with the characteristics and tendencies of a spammer.  One of their most comment traits is the lack of an unsubscribe policy.  Aside from sending messages that often contain misspelled words, poor grammar and blatant sales pitches, they include no unsubscribe link or visible method that provides the recipient with a way to opt out.   If your opt-out process is not obvious, subscribers may automatically assume that you are a spammer.  All it takes is a quick click of the “Report Spam Button” to put your sender reputation in jeopardy. 

If subscribers cannot find your unsubscribe link, they will probably do one of two things: report you for spam, or nothing at all.  While you are probably hoping it is the latter, keeping the subscriber on your list may not be as beneficial as you assume.  The subscriber wanted off your list for a reason, so chances are, they are not opening your message, clicking your links, or providing value to your business in any other way.  This inactivity could end up costing you in more ways than one.  First of all, it gives you an inaccurate view when looking at the results of your email marketing campaigns.  More importantly, it keeps the cost for deploying your campaigns unnecessarily higher.  The simple way to avoid all this is to make sure your unsubscribe link is clearly visible and provide disinterested subscribers with an easy way out. 

In order to comply with the CAN SPAM Act, an email marketer is required to always include an unsubscribe link in their message.   Not only must this link be present, but clearly visible and fully functioning.  Test this legislation by continuously failing to comply and you could find yourself in a lot of trouble once the spam complaints start to fly.  Apart from keeping yourself out of hot water with the authorities, making sure your unsubscribe link is easy to find is just he right thing to do.  Besides, it is a move that could actually boost your marketing efforts in the end.  By showing that you are an honest professional with no strings attached, subscribers may come to trust you.  This could lead to them signing up again in the future, or sticking around and giving you another chance.