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Benefits of sending emails to individual subscription lists
Benefits of sending emails to individual subscription lists
Zoltan Wagner avatar
Written by Zoltan Wagner
Updated over a week ago

Sending emails to a subscription list versus using only tags or segments to select recipients has numerous benefits:

  1. Contact-centric, transparent communications and reduced overall unsubscribe rate

  2. The Google "instant unsubscribe" link unsubscribes contacts from all emails unless emails are sent to a specific subscription list

  3. Message sent to a specific subscription are shown on email archives pages by grouped by subscriptions

1) Contact-centric, transparent communications and reduced overall unsubscribe rate

If you send emails to a specific subscription then recipients will see that subscription in the email footer and it's also highlighted on the email preferences page so they can easily opt out of only that subscription.

If you don't select a specific subscription the recipients can't tell which of their subscriptions they need to remove to stop receiving similar messages and they may unsubscribe from all communications. This is also a poor experience for your contacts as they aren't shown which of their subscriptions was used to receive a message from you.

2) The Google "instant unsubscribe" link unsubscribes contacts from all emails unless emails are sent to a specific subscription list

If you send emails to a specific subscription and someone clicks the unsubscribe link that appears in Google inboxes, only that one subscription will be removed.

If you don't select a specific subscription then the instant unsubscribe link revokes consent altogether and you can't send any more opt-in messages to that contact anymore.

3) Message sent to a specific subscription are shown on email archives pages by grouped by subscriptions

The default email archives page lists all emails you designate to be included on that page regardless of which recipients the emails were sent to.

A separate email archives page exists for each subscription list in your account. Messages that were sent to a single subscription list will be shown on their respective email archives pages. This allows you to link to email archives by subscription (topic) from relevant pages of your website.

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