The best practice of unsubscribe

4th November 2011 By Louis Simpson in Legal

Some email marketers we speak to see the unsubscribe link as an annoyance on their emails. Some go as far as actually removing or hiding it to stop their customers from opting out of receiving their emails.

This may seem clever to some people, but the reality of it is comes down to the fact that people who do this are breaking the law, as you MUST provide a way for people to opt-out of your emails if they want to.

Also, think about the spam button at the top of nearly all email clients.

If your customer can't find a way of opting out of your email if they don't want to receive it, they will use the button, which can lead to your company being blacklisted if you get a lot of spam complaints. No email marketer wants to be on a blacklist as it blocks any emails you try to send out.

However, you can be a great email marketer who uses unsubscribe links correctly but still get spam complaints, as some customers still use the button as a way to stop receiving and email.

It's only when ISPs can see patterns emerging in the amount of spam reports appearing from your email can things become serious.

To following the best email marketing practices, here are a few tips to keep in mind when thinking about the unsubscribe link:

  • Keep it visible. There is no logic in trying to hide the unsubscribe link.
  • Specify either at the top or bottom of the template why the customer is receiving your email.
  • Explain how to opt out of receiving your email if they are not interested and add the unsubscribe link.
Unsubscribe best practice

Honesty is the best policy. Be professional to yield professional results.

What do you think? Do you embrace the function of the unsubcribe button?

Louis Simpson
About the Author

Louis Simpson

Louis is a support advisor for little green plane, answering client queries and assisting on a range of technical issues. Louis and the rest of the support team ensure the customer service you experience with little green plane is second-to-none; guiding you through the email marketing process from start to finish in a business language that you understand.