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In a series of articles spread over 12 months, the Pure newsletter breaks down the different aspects of running successful email marketing campaigns. Here, we look at the very important aspects of allowing people to opt-out of receiving further emails.

Why is it important?

You may have a fantastic newsletter, but at some point people may wish to stop receiving it.

We all know there is nothing worse than receiving emails which you no longer want but can't stop. It generates a lot of ill will which can have a negative effect on your business.

It is worth remembering that people may only want to unsubscribe temporarily. If they have a good experience with you, they may come back. Or they may recommend you to others interested in your organisation.

What do I need to do?

You need to make it as easy as possible for people to unsubscribe. Every marketing email you send should have an unsubscribe option clearly available. And the ensuing unsubscribing process should be as simple and quick as possible.

You should act upon the unsubscribe request immediately.

It can also be worth reassuring users before they even sign up. For example, The Early Learning Centre has the following line at the bottom of their newsletter sign-up page: 'If you change your mind, you can unsubscribe at any time by clicking the unsubscribe link in every email.'

Why should I let people unsubscribe?

Not letting people unsubscribe from your emails is a fast track way to losing any goodwill towards your company. People are left with a negative impression and are less likely to re-subscribe to you or recommend you to friends and colleagues.

There are also legal considerations. As of 11 December 2003, the Privacy and Electronic Communications (EC Directive) Regulations prevents emarketers from sending unsolicited emails without the recipient's express permission.

While you can assume permission in certain circumstances, all are contingent on the recipient being able to unsubscribe at any time.

Sending unwanted emails can also end up with your business being labelled a spammer. If ISPs receive a number of complaints about unwanted or undeliverable emails coming from your address, they will blacklist you, making future email campaigns difficult.

Can I bury the unsubscribe link where they won't notice it?

What have you gained? If people have decided to unsubscribe but can't do so easily they are no longer reading your emails but now have a bad impression of your organisation.

You are also paying to email people who aren't interested.

What if people don't unsubscribe using the unsubscribe link?

Sometimes people will miss the unsubscribe link within your email, instead clicking the reply button and mailing you directly to unsubscribe.

Some companies ignore this or refer people to the unsubscribe button. This again can give a bad impression. The recommended approach is to unsubscribe them yourself and send them a short email letting them know you have done so.