​For a while now I'm a huge fan of Econsultancy. Always great content, to the point and very hands-on. This new article about the unsubscription process of Zalando, I really had to share.

It's describing perfectly what I've been preaching for years now in all of my projects. Not everybody is convinced by it and sometimes companies are even afraid to use it, concerned about the consumers reaction.

Now that Zalando is doing it, I hope that they will be convinced that this is exactly the way you should approach an unsubscribe. 

Unsubscribes are mostly generated by: bad or irrelevant content, frequency of the communication or even the use of a new email address. So the best way to deal with it is to gently ask people if they want to change their subscription preferences. That could result in a huge win-back or at least give you an insight on why people are leaving you.

You can find the entire article here