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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.

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