Stefan Pollard at ClickZ has put together some tips on best
practice in allowing recipients to unsubscribe from emails. This is
important, as subscribers will most likely mark your emails as spam if
they have any trouble unsubscribing.
Email marketers should therefore make the process of
unsubscribing from emails as easy and trustworthy as possible, as if
ISPs get too many complaints around your emails, this could seriously
damage your sender reputation.
Stefan’s tips are:
Use an unsubscribe procedure that requires as few steps as possible
should be a one or two step process at most, and you should not require
customers to add any further login details.
Making customers jump through too many hoops to unsubscribe, as in this email worst practice example, can damage your brand in their eyes, and will often lead them to report your emails as spam instead.
Tell users exactly how they got onto your list
Remind customers exactly how and where they signed up to receive your emails. Otherwise, they may perceive you as a spammer.
Place the unsubscribe message where people can see it
customers look too hard for the unsubscribe link will have them
reporting you as spam. Stefan recommends placing it in the admin
section, where people will expect to find it, or else display it
prominently elsewhere in the message.
Test your unsubscribe procedure
Make sure the process works by clicking the links or sending test emails.
Provide alternate unsubscription methods
people have difficulty unsubscribing online, or don’t want to, give
them a phone number to call, or a postal address to send the request