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Happy New Year's Eve. Have fun, stay safe and hope to see you in 2023.

I’ve been doing end-of-year clean-up, unsubscribing from email lists that I no longer read.

Earlier this year, I subscribed to an email list based on a project I was working on.

That project concluded, so the email list was no longer relevant.

I went to unsubscribe and got really annoyed.

The email uses a white background and the footer rendered its text in the color of light-gray.

In other words, all of the footer copy, including the unsubscribe link, was unreadable.

Here’s what the HTML looked like:

This could have been an innocent design error.

Or, it could be that the email sender tried to “camouflage” the unsubscribe link.

I figured it was the latter. I was more annoyed over this than if the sender added me to their email list without my permission.

Email is a two-sided relationship.

When I subscribed, I was placing my trust in the email sender:

“I’m interested in what you have to say and I place my trust in you.”

In return, the email sender should place trust back on the subscriber.

That means giving them an easy way to unsubscribe if the email is no longer relevant or if the subscriber is no longer interested.

In this instance, the trust I placed in the email sender was one-sided. It should be two-sided.


Around the Corner
Snowy Roads 🌨️

During a snowstorm last week, I drove my rental car into a ditch.

Not to worry, no one was hurt and a tow truck came by to pull my car out. 

Pictured: my Toyota Camry rental. Actual tiltage is larger than it appears in this photo.

It was a fairly shallow ditch and it was in the middle of a Vermont ski resort.

It took around 90 minutes for the tow truck to arrive.

As I sat in the car with my hazard lights on, several people stopped their cars to ask if I was alright or if they could help.

One person even offered to walk across the street to buy me some food.

The entire ordeal was stressful, but the kindness and consideration of these passersby warmed my heart.
Next Meetup
How Great Brands Will Scale SEO With Content in 2023

Has your organic traffic plateaued? Typically, marketing teams focused on SEO "best practices" struggle to maintain strong organic traffic growth.

Scaling massive organic traffic requires a different set of SEO strategies and allocation of resources that go far beyond traditional "best practices."

Join 20-year SEO expert Dale Bertrand for a step-by-step framework for scaling organic traffic, based on a dozen face-to-face interviews with experienced SEO practitioners who have generated organic traffic at a global scale.

January 5, 2023, 12pm to 1pm PT


Note: Thanks to our sponsors, HushlyToTheWeb and Treasure Data.
Twitter Corner
In each newsletter, I recommend a Twitter user to follow.
This week, I recommend The Six Fifty (@sixfifty_says).

The Six Fifty is an online publication that covers "The best of what to eat, see and do in Silicon Valley."

Their content often uncovers new local restaurants that I want to try.

Check out their guide to New Year's weekend on the Peninsula.

See you soon. Here's to a great year!
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