If you love them, let them go (or how I learned to love unsubscribes)

Unsubscribing is part and parcel of email marketing. As hard as it may be accept, it’s important to realise that no matter how much effort goes into your emails, some customers may eventually have had enough. By letting people go, you’re protecting yourself from complaints and other issues which might be a much bigger problem in the long run than just a shrinking list. That said, all is not lost and the unsubscribe process doesn’t have to be a dead end. Giving subscribers choices may encourage them to stay on the list. Here are some of my favourite examples of some of the different ways to make the most of your unsubscribe process: Product choices As much as I’d like…