Don’t be afraid of unsubscribes, irritated customers etc. When somebody signed up to your list they agreed to be contacted by you, in fact many of them are expecting it. Every time you email your list you will have attrition, it’s natural. There are a variety of reasons people unsubscribe. Some are having a bad day, others forgot why they signed up to your list or don’t know who you are. Regardless of the reason, don’t focus on that aspect. Instead focus on always building your list and adding new subscribers.

Consumers don’t necessarily have much faith in the unsubscribe process, even if it is easily located in an email. Many have been put off by long-winded processes in the past, or simply don’t trust that companies will immediately, and completely, remove them from mailing lists.

So, don’t be afraid of making your unsubscribe process obvious and easy to use. After all, if your email messages aren’t hitting the mark, you need to know about it and unsubscribes are a great indicator that something might be amiss with your targeting, message, frequency or even your email format.