It’s a small thing. Or maybe not.

But part of the e/CRM journey is saying goodbye. Or allowing registrants to say ‘I’m unsubscribing’. I could list – and it would be long list – the sites I have had trouble unsubscribing to an email subscription (where it’s not spam).

I’m a strong advocate of treating site visitors correctly even when they are leaving – similar to the American habit in shops of both welcoming and saying goodbye to customers.

So:

: Allow easy unsubscription

: Link it to an html page – not to their email address through an email program

: Have a bespoke ‘goodbye’ page – not a link back to the site’s front page

: Give an option (shown below) of changing their mind – or – accepting a few more emails beforte the final decision

It’s all about the journey.