I’m in the midst of changing my email address and I must say it has not been an easy or smooth process. One of the most difficult and frustrating things I’ve encountered is changing my email address on my subscription newsletters.

While most email marketers include an “unsubscribe” link, few — even those purported to be experts — have a “change email” or “update profile” link.

Not very customer-centric thinking, I say. They forced me to unsubscribe under one email and then re-subscribe under the other. A timewaster at best; a chance for me to opt-out permanently at worst.

Don’t lose subscribers or credibility. If you’re sending emails, make sure it’s easy for your subscribers to update their profile.

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