An unsubscribe link is a link that allows subscribers to cancel their subscription when they don’t want to receive any more emails from you. It is usually placed in the email footer and is leading to the unsubscribe page.
Each email you send to your subscribers needs to have a clear unsubscribe link that is easy to find. It is not only required by law, it will also be beneficial for your business and advertising strategy.
But why is it “good” to let your clients leave?
1) The unsubscribe option is legally required. The anti-spam laws around the world require adding an unsubscribe link to every email that you send.
2) It protects your email deliverability rates and helps to keep your subscriber list clean.
If your clients cannot find the unsubscribe link, they may just mark you as spam. It will damage your sending reputation even more than unsubscribing.
A normal unsubscribe rate is 0.05% from all delivered emails. Unsubscribing within these numbers is fine because it means you are not sending emails to people who are not interested in engaging with your business (thus achieving higher click-through and conversion rates).
3) You can get valuable feedback.
Normally the unsubscribe link is leading to the unsubscribe page that gives you the opportunity to gain more information about why the contacts are unsubscribing. Create a brief questionnaire to learn why people don’t find your newsletters valuable anymore or whether they think your email communications are sent out too often.