Leaky Bucket? Strategies for Managing E-mail Unsubscribes

You've optimized your acquisition process. You're gaining new donors. You're sending them the content you promised when they signed up. You should be growing your donor base, right? Not if you aren't able to plug the leak on the other end. You may want to consider opt-down and other options, rather than a simple "Bummer, see ya later." There are three ways to do this effectively: 1. Reduce frequency. 2. Focus content. 3. Facilitate e-mail address changes.