By lalfred@hubspot.com (Lestraundra Alfred)

Do you ever wish you could unsubscribe from a conversation? As an introvert, I do, quite often. Though unsubscribing from a conversation with another person isn’t always possible (and could potentially be seen as rude), unsubscribing from emails is perfectly acceptable behavior.

As a consumer, the unsubscribe button can feel like a gift from the divine when your inbox is overflowing. As a marketer, the unsubscribe button can be standing between you and your email marketing goals if your list undergoes a mass exodus faster than you’re able to bring in new leads.

However, the unsubscribe button in your emails doesn’t have to be feared. In fact, when leveraged wisely, the unsubscribe button can be a powerful tool that helps you curate an engaged email list of your ideal customers who are ready and willing to hear your message.

Let’s break down the ins and outs of the email unsubscribe button, and how to set it up in a way that helps your business.

What is an unsubscribe button?

An unsubscribe button is a link or button module typically found at the bottom of a marketing email that gives email subscribers the chance to opt-out of future messages with one simple click.

Why Have An Unsubscribe Button

I know, the idea of subscribers leaving your list may prompt a bit of panic, especially if you have aggressive list-building goals. However, having an unsubscribe button or link can be to your benefit. One of the most important email marketing metrics you should measure is your open rate or the percentage of people on your list who actually open (and likely read) your emails.

If you have a large number of subscribers who are on your list but don’t want to be, that can significantly drive down your open rates (and negatively impact your click-through rate). Having a large email list isn’t valuable if your audience doesn’t actually want to engage with your emails, because that could indicate they are even less likely to buy your products.

Having an unsubscribe button makes it easy for those who are uninterested to opt-out of communication, freeing up space for potential subscribers who are genuinely interested in your message and product.

Do you have to have an unsubscribe button in your emails?

You may be wondering, “Do I have to have an unsubscribe button in all of my emails?”

The short answer is yes, yes you do.

In the US, the CAN-SPAM Act requires all businesses using email to include clear instructions on how to opt-out on all email communications and these opt-out requests must be honored by law. Businesses that violate the CAN-SPAM Act can face hefty fines for each email violation, so it’s in your best interest to make sure you give your subscribers a chance to opt out in every email communication you send.

Beyond the CAN-SPAM Act, there are global email marketing regulations that are designed to protect consumers and ensure they’re able to opt out …read more

Source:: HubSpot Blog

Author: Aaron