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• Make it easy to unsubscribe. Companies that amass legions of e-newsletter subscribers understandably are reluctant to say good-bye to them. Consequently, many e-newsletter publishers are tempted to make unsubscribing an arduous process. That’s a bad move, Nielsen says. Not only will you annoy prospects and customers, you’ll continue to irritate them each time your unwanted e-newsletter shows up in their e-mail boxes. “Users are substantially more critical of a slow unsubscribe process,” he says. “Once they want out, they want out quickly.”