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March 10, 2016
Marketing  |  2 min read

Opt-in Email: Give Your Subscribers an Out

by Madison Jacobs

Welcome to the final part in a series of posts covering the best practices for opt-in email marketing. In the third post of the series, I explained how you allow your email subscribers to manage their preferences and how you provide value in every single email that you send to your list. In this final post, we will be talking about why it is important to give everyone that receives your emails the ability to opt out.

I know what you are thinking. Why would I ever want to allow people to stop receiving my emails? That’s how I communicate with them so they can stay up to date about my business and all of the wonderful products or services that I offer. Well, building a list of people that want to receive email from you is not easy. So, I can understand why you wouldn't want any of those people to stop wanting to receive your messages. But, you have to give them the option to get out if they want to.

An important reason why you want to give people the ability to opt out is to avoid spam complaints. Instead of sending emails to people who don’t want them and end up marking them as spam, allow them a way out so you can remove them from your list and avoid the repercussions that spam complaints can have on your email marketing strategy. Today, everyone's inbox is cluttered. You will be rewarded by your subscribers if you aid in the fight against unsolicited emails. Send your list an email about your plan to help them take back their inbox. Let them know that if they want to opt out it is as easy as clicking a link that you placed in the email that will lead them to the area where they can unsubscribe.

Don’t hide the opt out link in your regular marketing emails either. The opt-out link should appear in all of your emails. Always be up front about it. If you are giving your subscribers good content, they should not want to opt out. And if they do, then they are not currently a good lead for your business. But don’t fret. Because you have established an honest, open relationship with them through email, you have earned their trust. And trust builds customers in the long run.

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