Why Your Emails Need an Unsubscribe or Opt-Out Option

Have you ever signed up for emails about something you were interested in at the time, but aren’t interested in now? If so, then you will understand the value of an unsubscribe or opt-out option. A couple years ago I was shopping for a new washer and dryer, so I subscribed to several email lists. One contained consumer reviews, a couple more were for special offers from stores. The reviews were helpful and I used a special sale email to get the best deal. But now, 2 years later, I’m no longer shopping for appliances.  The emails are no longer relevant and I don’t care to read them.   Make it easy for your readers to unsubscribe or opt-out from your emails. This is necessary to prevent recipient frustration and SPAM reports.   Of course you don’t want people to unsubscribe from your email communications. The idea is to grow your email list to reach more and more people, expanding your business, right? While that is the ultimate goal, the process is not always straightforward. The most effective email lists aren’t necessarily the largest. The most effective lists contain readers who are interested in the information you send them. If a reader doesn’t need your product or service, they aren’t likely to give you any business. Worse than that, they may get tired of receiving your emails and label it as SPAM. In email, as in life, reputation is everything. Every time someone reports your email as SPAM, your email reputation takes a hit. For this reason, it is important to make it easy for readers to unsubscribe or opt-out...