Offering an easy way out for unwilling subscribers to email newsletters is considered good business manners. Yet, a lot many companies fail to simplify the subscription process according to a recent study on email management conducted by market research firm, Responsys.

Here are some results from the study

Links On Emails Of 100 Major Online Retailers
Unsubscribe : 100%
Change/Manage Preferences : 37%
Change email address : 22%
Subscribe : 18%

Format Of Unsubscribe Link
Text link only : 94%
Image based only : 1%
Both : 2%
Multiple text links : 3%

Popular Ways To Offer Unsubsribe Options
Unsubscribe Link : 100%
Reply to/Forward email : 13%
Call customer service : 4%
Mail letter to company : 3%
URL for changing preferences : 0%
More than one method available : 17%

Number of Clicks To Opt Out
One : 3%
Two : 58%
Three or More : 39%

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