Creating an Opt-Down Strategy

In this article, Stefan Pollard explains why you should offer an opt-down option on your unsubscribe page and offers some advice on how to do this:

• Use topic choice rather than cadence to reduce e-mail frequency.
• Define your message streams clearly.
• Start with a short survey.
• Encourage subscribers to update their preferences regularly.
• Act on what subscribers are telling you.

Read the article here.