Most marketers invest a lot of time in creating appealing e-mails, but forget to listen to the feedback given by their readers.
For instance the unsubscribe link, mostly seen as a legally obliged matter and just a figure in their statistics, but not as an opportunity to communicate with their readers. When you redirect unsubscribers to your personalized landing page, ask them one simple question: “Why have you unsubscribed?”. You may often be surprised with some of the answers, but you can use this feedback to create even more valuable content for the other 99,99% of your database.
Conclusion: Use feedback that you get from unsubscribers to create even more valuable content.