“I went to unsubscribe from their email because they were sending me two a week. The unsubscribe flow said 'hey, do you want to hear from us twice a week, once a week, or once a month?' I said once a month. I wish more newsletters would do that.”

Give users frequency control instead of a binary unsubscribe

The Twelve South example: offering a frequency downgrade saved a high-intent customer who would otherwise have churned the channel entirely. Most teams ship a binary unsubscribe and bleed audience needlessly. Let users self-select cadence and keep the ones who actually want to hear from you.