This morning there’s an interesting article at the retailemailblog.com illustrating how major retailers have begun adding an unsubscribe link to the top of their email communications, rather than in the traditional position at the end of an email message.
Below is an example from Groupon.com – at the very top of the message header you’ll see a functional bar that lets users quickly identify their unsubscribe link.
The reasons for placing the unsub at the top are logical:
a) Users click unsubscribe instead of “This is Spam”, which improves your deliverability.
b) Consumers that don’t want to be marketed to, typically don’t buy.
Using this method, we’ve seen slightly higher unsubscribe rates, but substantially lower instances of spam complaints.
Overall this provides a net gain, a more targeted list, and as an added bonus helps to keep the SPAM police off your back.
Besides website optimization, one of the areas that we focus on is optimizing your email campaigns and tips like this have helped us squeeze out record gains for our customers.