One thing I’ve never understood is why senders often make subscribers wait until they’re sick of receiving the mail before giving them an option to adjust their frequency to something a bit less onerous (or “opt-down” in marketer-speak. Yuck.).

By the time senders deign to reveal that recipients could have opted for weekly or even monthly missives, it’s usually only after the subscriber is running for the door – way too late to salvage a valuable, permission-based relationship. 

Typically, an opt-out link will point at a hopelessly over-engineered “preference center” with about two billion check boxes that nobody who is already sick of seeing you in their inbox is going to trouble themselves to review.

And there’s a special circle of Deliverability Hell set aside just for those senders who bury the “Opt-out of all mail” check box at the very bottom of the pile. Folks, NEVER make subscribers hunt down your unsubscribe options – they already know where the Spam button is.

So it’s very refreshing to see senders who give prospective recipients the chance to select frequency at the very beginning of a new subscriber relationship. Hat tip today to @thepointsguy for providing this deceptively simple and very effective (confirmed opt in!) subscription form on his blog: