When It’s Time to Let Go: 5 Tactics to Improve the Unsubscribe Experience

As an email marketer, seeing unsubscribes can be disheartening. But the reality is, an unsubscribe isn’t the end of the world. It can actually be a good thing for your email marketing program. The alternative—being marked as spam—is much worse because spam complaints hurt your deliverability. Unsubscribes don’t.

But how can you make the unsubscribing process a great experience for your subscribers while at the same time keeping your email marketing goals in mind? Here are 5 techniques that benefit both subscribers and marketers.

Why Empathy Wins in Email Marketing

Email marketing is becoming more and more data-driven. But when dashboards and stats dominate decision making, it’s easy to forget that behind every open there is an individual—behind every click there is a human.

Don’t get us wrong. Utilizing the power of data is crucial for every email marketer. But marketers who’ve truly mastered their art combine a data-driven mindset with another crucial skill: empathy.

The Ultimate Guide to List-Unsubscribe

Popular inbox providers like iOS Mail and Gmail offer a native unsubscribe option—list-unsubscribe—to make it as easy as possible for users to keep their inboxes clean and unsubscribe from unwanted emails. In our ultimate guide to list-unsubscribe, we show you why this actually is a good thing, look at exactly how list-unsubscribe works, and break down the details of everything you need to know to set up list-unsubscribe for your campaigns.