Return On Subscriber – Email Marketing Blog

Recently I have been testing the new Yahoo! email upgrade, as I am an email marketer and more people use Yahoo! than any other email service. The new version is nice (except for that annoying image suppression).
Anyway, I have been attempting to change some of the seemingly 1356 newsletters I am signed up to from Gmail to my Yahoo! address. What I have encountered is shocking to me. At least 35% of the emails where I look to manage my preferences have NO “update account,” “manage preferences,” or “change your email address.” All they offer me is the option to unsubscribe. They left me no choice but to do just that…unsubscribe.

Here is an example from Major League Baseball:

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If your email client does not have this feature, you need to think about your footer and how your service handles this. I just opted-out without a reason, only because they forced me to.