Every email you send your list should have an unsubscribe link. When a subscriber clicks this link, they're removed from your list. An email manager like Aweber allows you to easily include an “unsubscribe” button to your readers. Many marketers feel that even one unsubscribe is a catastrophe and do all they can to save subscribers. But actually, the unsubscribe link is a good feature that helps you make your email list better. It sounds weird but let me explain.
Marketers always talk about the number of subscribers in their list as if bigger is always better. But it's not how many subscribers you have, but how engaged they are that is important. If you have a list of thousands who never buy anything from you, you have nothing. A million subscribers who immediately chuck your messages into their spam folders are just as valuable as zero.
It's better to have a small list of engaged, qualified buyers who read your email messages from top to bottom, share with friends, comment, contact you and take you up on your offers. This is the kind of list you want.
When someone unsubscribes, it means your message isn't getting through to them. Maybe your products or services aren't suited to them. Whatever the case, the unsubscriber is not a good prospect for you. Losing this person from your email list is a good thing because it allows your list to stay fresh. You can rest assured that the people who are still on your list are still interested in your products and services.
Email marketing is what we call a sales funnel. It's wide at the mouth and then it narrows. In narrowing, it weeds out the list and keeps only the qualified buyers. When people unsubscribe, they're opting out and you're really not losing anything by it.
So don't be afraid to include an “unsubscribe” link at the bottom of your messages to your email list. It's good for them and good for you!
To Your Success,
P.S. If you would like to learn more about how to use an email manager, such as Aweber, check out this article: "Getting Your Message to Prospects with Email Marketing".