According to ReturnPath, 37.4 percent of readers say they receive more email than they expected when they signed up. Frequency is often a huge cause for virtual tension between the sender and recipient. It starts with clear and accurate information at the sign-up page. Companies that don’t outline how often they will send you emails or provide any guidance are destined for trouble.

By articulating the key aspects of the email (content, day sent, how often, privacy, et cetera) at the registration stage, your subscribers and you should be on the same page and off to a good start. By changing the terms of this relationship, they may feel misled or angry and hit the spam button or just ignore your emails and drag down your response rates in the process.

Example of newsletter sign-up best practices