But, wait...there's more

It’s a fact of life: No matter how engaging your email newsletter is, some users will simply unsubscribe. Don’t take it personal. Instead, find ways to accommodate the needs of your customers.

For example, consider giving your subscribers a choice to select from different email subscriptions—this approach has the added benefit of audience segmentation.

HubSpot’s email process is a great example of this approach. Rather than completely unsubscribe, users have the option to choose from a range of email types (sales or marketing, for example).

Remember, not all customers want to hear from you. That’s why the unsubscribe button exists.

Don’t settle for a poor preference center user interface—make it easy for subscribers to navigate their choices.

Communicate email subscription choices upfront at the point of email sign up as well as during the onboarding process. It is important to clearly convey the benefits of being a subscriber and overcome any negative perceptions towards promotional email.