You understand the importance of building a healthy email list as an email marketer. You spend hours crafting the perfect email campaign, hoping to capture the attention of your subscribers and drive conversions. But have you ever stopped to consider the importance of the unsubscribe link at the bottom of your emails?

Email Never Sleeps Episode 3, Season 2 with Michelle Norton

In a recent episode of “Email Never Sleeps,” Andrew Kordek, VP at iPost, and Michelle Norton, a Solutions Architect at List Engage, discuss the significance of unsubscribe links and why they are typically found at the bottom of marketing emails.

The conversation begins with Andrew questioning who put the unsubscribe link at the bottom of emails and why. Michelle suggests that many companies hide the unsubscribe link because they fear losing subscribers but notes that there are better strategies than hiding the link. 

If someone wants to unsubscribe, they will find a way to do so regardless of whether or not the link is visible.

Make the Unsubscribe Link Visible and Accessible

As someone in the email industry, Michelle is trained to look for the unsubscribe link at the bottom of emails. However, the average person may need help knowing where to look. 

Therefore, making the unsubscribe link visible and easy to find is essential to help subscribers feel in control and build trust with your brand.

Using preferences to keep subscribers engaged

The conversation then turns to the topic of email preferences and how companies can use them to keep subscribers engaged. 

Michelle suggests that companies should offer subscribers options for how often they receive emails, what type of content they receive, and whether they want promotional offers. 

Providing these options can help companies retain subscribers and reduce the number of unsubscribes.

Offering email preferences also allows you to segment your email list and send targeted campaigns to specific groups of subscribers. This can lead to better engagement and higher conversion rates.

However, it’s important to note that email preferences are not a one-size-fits-all solution. 

Testing and analyzing your email campaigns is crucial to see what works best for your audience. Use metrics such as open rates, click-through rates, and conversion rates to see how your subscribers respond to your campaigns.


Andrew and Michelle conclude the episode by emphasizing the importance of transparency and providing subscribers with a straightforward way to unsubscribe. 

Hiding the unsubscribe link or finding it difficult can lead to frustration and ultimately harm your brand’s reputation.

In addition to making the unsubscribe link visible, it’s vital to ensure the process is straightforward. Don’t require subscribers to log in or jump through hoops to unsubscribe. This will only lead to more frustration and potentially harm your brand’s reputation.

Overall, this episode provides valuable insights into the importance of unsubscribe links and email preferences in email marketing. 

It highlights the need for companies to be transparent and upfront with their subscribers to build trust and maintain a healthy email list.

As an email marketer, it’s essential to prioritize your subscribers’ experience and needs. By offering email preferences and making the unsubscribe link visible and easy to find, you can build trust with your subscribers and ultimately drive better engagement and higher conversion rates.

Episode 3 Host:

Andrew Kordek

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