Placement of the unsubscribe information - is an important decision. Every message must have an "unsubscribe" option.
However, that said, how you construct it and where you put it are relevant to the effectiveness of your campaigns. While you have to offer it, this is an offer that you don't want the contact to accept. The default rule is put "how to" instructions at the end of the message with an unsubscribe link.
However, if you are using a new list or confirming an opt-in contact, it's better to make this offer early in the message.
If you work with different lists, give consideration to using a selective opt-out web form. You can then let your contacts unsubscribe to the current programme, but stay enrolled for others.
Conclusion – Put your unsubscribe link at the end of the message. For new opt-in contacts you may prefer to put it earlier in your message.
