Member-only story
Why you should never hide your email unsubscribe link
A cautionary tale of email deliverability, retention, and LTV.
12 min readJul 22, 2024
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Every so often, I do a big email prune.
So, there I was in bed last Sunday morning going through my 2,000 unread emails.
And I saw one where I thought to myself
“I swear I’ve unsubscribed from this brand before…”
It was my pet insurance provider.
So I click through to unsubscribe but find it so incredibly hard to unsubscribe that I give up.
I exited the flow.
Staying subscribed ‘till my next cull.
Then I realise:
“This must have been what happened in my last email prune: I gave up.”
It was a small thing, but it really bugged me.
It made me distrust the brand just that little bit more. I’m giving them £40 a month for Stanley’s (🐶) insurance, but they won’t even let me unsubscribe?
