FACT: every time someone unsubscribes from your email program a fairy dies.
OK, so that’s not true but it might as well be. Why? Because by and large the cost of an unsubscribe is inflated by emotion and that’s led to a best practice that could be costing you millions.
We’re talking about preventing unsubscribes. The fear of losing a customer is so strong, this best practice exerts a disproportionate influence over many email programs.