Cancelling mailing list subscription should be easy

Businesses should ensure that unsubscribe links in email marketing campaigns are easy to find, it has been claimed.

Writing on Econsultancy's website, Graham Charlton said that most users expect to follow a link to cancel their subscription to a mailing list and will get frustrated if they cannot find one.

Mr Charlton said: "Attempting to bury it in the small print is not a good idea."

"If users want to unsubscribe, then they are not going to change their minds just because they cannot find the link, they may well just report it as spam and unsubscribe in this way," he added.

According to internet entrepreneur Michelle Leon, if a business has HTML email newsletter subscribers it shows it is a trusted source of information.

She claimed that companies should send email marketing material promoting other products and services to their existing subscribers, as they are more likely to pay attention than non-subscribers.

Written by Mark Hainsby