The moment anyone presses this button, it automatically begins to drastically affect your ability to deliver communications to all of your customers. Subscribers who press this button endanger your entire email marketing campaign and the whole list ongoing.
How do you prevent this behavior?
Make unsubscribing easy and obvious! This is deeply counterintuitive to most of us. It is even offensive to some; having worked so hard to build up their lists over time. They ask why they should make it easy for people to diminish the results of their efforts.
Here is the bottom line: someone who doesn’t want to receive emails from you for any reason will take the easiest way out of getting email from you going forward. If your unsubscribe option isn’t obvious, they’ll just flag you as spam and put your entire list in jeopardy. Make it easy and obvious to opt-out, and people will press the “report spam” button a lot less frequently.
Besides, offering a way to unsubscribe from an email list is the law. Making it easy to do this means that yes, you will lose a little bit of your list but you are guaranteed to retain the people who want to receive email from you and preserve the quality of your reputation.
If you continue to provide value in your email communications, you’ll be able to make unsubscribing easy without significantly reducing the size of your list, and you’ll keep your subscribers away from touching "the worst button in the world".
If you have any questions about this topic or would like to discuss it further, feel free to email me at Chris@RoofPal.com.
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