Affording recipients the opportunity to Unsubscribe is a terrific gesture, but unless the suppression of that address actually goes into effect it is meaningless. Turn around time on removal of unsubscribes from an email list is a critical step in ongoing communications with any individual. No message should be sent until the previous message s unsubscribes have been removed. If someone has taken the time to explain that this is not the channel to communicate with him or her by, it is important to respect and implement that change as soon as possible. In Closing .
Email is an evolving medium.
As marketers recognizing the tremendous opportunity Email represents, it is critical we evolve as well. Both the senders of an email message and the recipients have options and mechanisms to make communication via email either easier or more difficult. Having a better understanding of Filtering technologies, Bounced Messages, and proper Unsubscribe options will give marketers the ability to create a valuable channel of interactions with the customer or prospect. Jay also serves as an advisory board member for the Association of Interactive Media and Co-Chairs the Council for Responsible Email. He continues his position as the subcommittee chairman for The DMA s List Leaders EMail Committee.