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Last week, Google announced its latest new Gmail feature, the easy unsubscribe button. Cue a flurry of articles speculating about Google delivering another body-blow to email marketers.
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.
When new visitors or existing customers come to your website, you have a very limited time to convince them to part with their email address - and to give you permission to email them.
To win a potential subscriber's permission, you need to do 3 things:
1) convince them that they'll benefit from receiving your messages