First and foremost, it is essential to recognize that hiding or making the unsubscribe button difficult to find is not user-friendly. In fact, it goes against the principles of transparency and customer satisfaction. When users struggle to locate the unsubscribe option, it can lead to frustration and a negative overall experience with the brand. This approach ultimately harms the company's reputation and undermines customer trust.
One reason why companies may hide the unsubscribe button is the fear of losing subscribers. Naturally, businesses want to maintain a large and engaged customer base. However, it is crucial to understand that forcing individuals to stay subscribed against their will does not benefit the company in the long run. If recipients are unable to unsubscribe easily, they may resort to marking emails as spam or simply ignore them, which can impact the sender's email deliverability and reputation.
Another reason for concealing the unsubscribe button is the belief that making it less visible will encourage users to explore other options and potentially remain subscribed. Although this tactic might work in a few cases, it is unsustainable. Forcing users to jump through hoops to unsubscribe damages the company's relationship with its customers and creates a negative brand perception.
It is worth mentioning that there are legal implications surrounding the visibility of the unsubscribe button. Many countries, including the United States and those in the European Union, have implemented laws and regulations to protect consumers' rights. In the United States, the CAN-SPAM Act requires that businesses provide a clear and conspicuous unsubscribe mechanism in their commercial emails. Failure to comply with these regulations can result in significant penalties.
To ensure a positive user experience and comply with legal requirements, companies should make the unsubscribe button easily visible and accessible. Placing the button at the bottom of the email, accompanied by clear instructions, allows users to quickly and effortlessly opt-out if they no longer wish to receive communications. This approach demonstrates respect for the recipient's preferences and fosters a healthy relationship between the company and its customers.
Hiding the unsubscribe button is an ineffective and dark practice! And in the long run it ruins your deliverability and brand image.
Instead, prioritize user experience and transparency!
Keep it simple, and don't make them think!
P.S. This is how I do it ๐๐๐
I have used MJML templating with 0 perceived open and click rate drop.
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