I received a newsletter earlier today. However, I have no idea who the sender was or why he decided to send it to me. I have no recollection of ever subscribing to it, so I decided to un-subscribe.
That’s when I noticed that there was no un-subscribe option!
Yes, it’s possible someone subscribed to this newsletter using my email address and that the newsletter’s sender doesn’t send confirmation emails.
However, to send anyone a newsletter or any piece of email marketing, with no option to un-subscribe, is a mistake. People hate to feel trapped and to use this kind of approach with one’s marketing is a massive mistake and totally counter productive.
I can’t see anyone recommending a newsletter – even a great one – if they know you can’t get off the subscriber’s list, once you are on it. Equally, I can’t see anyone wanting to do business with a company, which attempts to trap people with its marketing.
If you want to develop a successful newsletter, make the content worth sharing and make it super-easy for people to share it, subscribe to it and un-subscribe from it.
People love to share great content with their friends and they will remain loyal readers and advocates of your newsletter, for as long as they believe it offers them outstanding value.