The
unsubscribing link helps the marketers to understand their customers better.
This makes them to look for alternatives which would help to retain the
customers for a longer time, sometimes even forever. The whole procedure will
give an insight about the view of the subscribers, how they picture the company
and what are their expectations from the company. Unsubscribing customers force
the company to think of a counter-option to restrain the customer from
unsubscribing. So, if the whole process is designed well, it actually helps the
email program in reaching its goal.
Also,
it is considered as a good practice to provide the customer with the
opportunity to unsubscribe.