Many retail email marketers have learned that their best defense against subscribers' clicking the "report spam" button is to provide not only a friction-free process to enable unsubscribing but also options that ISPs can't give email recipients, according to a study by Smith-Harmon.

Overall, most consumers opt out of permission email because of the lack of relevance and high frequency levels, though they also unsubscribe because they want to re-subscribe with a different email address; accordingly, presenting multiple email management options in every email can be an effective tactic for reducing unsubscribes, according to Smith-Harmon.

More than one-third (37%) of major online retailers provide a link to change or manage preferences and 22% provide a change email address link.

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