In a recent operating system upgrade, the iPhone has made it much easier for people to unsubscribe from your mailings.

Here's a screenshot of what it looks like:

http://www.screencast.com/t/Tp98nDi3w0XV

Here's the link for using it from iPhoneHacks.com:

http://www.iphonehacks.com/2016/08/unsubscribe-newsletters-mail-app-ios-10.html

What this means for marketers...

At first glance, it may appear that this is a "bad" thing. Afterall, there are still people that try to "hide" the unsubscribe link way below the email message to keep people from opting out of their lists.

HOWEVER, it's actually a really positive thing for your email program because it makes it easy for people that don't want your messages any longer to get off of your list. This way, you're running a cleaner list and making it easier for people to opt-out, reducing the chances of complaints.

As people get used to seeing this, we'll more than likely see a slight increase in unsubscribe rates early on, so it's something to keep an eye out for, but not to be alarmed about. Ultimately, my prediction is that it should have a POSITIVE impact on complaints long term.

For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.

Get a sneak peek of the iPhone iOS 10 unsubscribe feature by visiting http://www.emaildelivered.com/iphone-ios-10/. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers

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