As email marketers, we know better than to take it personally when a subscriber chooses to opt-out of our emails. In many cases, readers are not unsubscribing to us because they want to reject our company.  We should take the unsubscribe with a grain of salt and remember that these people can still be viewed as potential customers. Here are some tips on the best way to handle unsubscribes in email marketing:

Make It Short and Sweet

When it comes to opt-out clauses, the easier the better. The entire unsubscribe process should be swift and only take the reader a short time to complete. The CAN SPAM Act also requires that you follow through and comply with the unsubscribe immediately.

Don’t Overcomplicate It

Readers don’t want to go searching for your opt-out link. In fact, a hard-to-find unsubscribe link could turn your potential customers into people who would never choose to buy from you. The unsubscribe link should be visible and in a place where a reader can easily find it.

Verify Through a Webpage

When a reader opts-out, verify that he or she has done so by taking them to a webpage. This page can also include a quick note to the reader, thanking them for their time or reminding them the ways that they can opt back into the emails.