Wednesday Marketing Series

How to create effective unsubscribe pages?

As marketers, you don’t want people to unsubscribe from your emails. And, as good marketers, you have to respect our audience and offer them a simple and easy way to opt-out. They might want to unsubscribe because of multiple reasons, few of which are listed below –

  1. They have changed their mind about receiving these emails.
  2. They are no longer interested in the content.
  3. They are just cleaning up their inbox and want to receive only a few emails.
  4. Maybe they are just lost and don’t remember why they had signed up in the first place.
  5. They are not receiving content as they had expected it to be.
  6. Etc…

There are two things to learn from this situation when a user wants to unsubscribe –

  1. Learn and understand the reason why they have decided to unsubscribe. This will help in improving the experience with the other opted in customers.
  2. While you cannot totally prevent a user from unsubscribing from emails, there is a slight chance you can change their mind by giving them options to customize their preference (or maybe by adding some sense of humor?!).

Let us take a look at some of the examples of unsubscribe pages right from my inbox-

Example 1#

Screen Shot 2016-02-19 at 9.01.55 PM

One click simple unsubscribe by Pinterest is neat and informs that it might take a day or so for un-subscription to get effective. It also offers options to customize the preference through Edit Settings.

Example #2

Screen Shot 2016-02-19 at 9.06.52 PM

This is the classic and most commonly used type of unsubscribe page. This kind of page shows that you care and would want to know why the user wants to unsubscribe. This analysis behind the opt-outs can act as a learning to improve user experience with the other opted-in customers.

Example 3#

Screen Shot 2016-02-19 at 10.02.52 PM

This one is a minimalistic kind of an unsubscribe page that unsubscribes in a single click but offers a call-to-action for those who want to resubscribe back to the mailing list.

Example 4#

Screen Shot 2016-02-19 at 9.09.29 PM

This one is another good example where they have two call-to-actions – a green button to allow users to customize settings to receive less frequent emails and a red button to completely opt-out. “Give us one more chance!” is an add-on and might just change the mind of a few users.

Example 5#

Screen Shot 2016-02-19 at 9.05.22 PM

They have gone a little creative and added a little element of humor by including the picture of a sad bye-bye from Chief Sumo. It also offers options to customize email preferences if one does not want to completely unsubscribe.

Always remember, even though the customer has unsubscribed or opted-out, your unsubscribe page must offer a good user experience. To sum up, an effective unsubscribe page should do the following-

  1. Keep it simple, relevant and to the point.
  2. Offer a re-subscribe option.
  3. Offer options to change email preferences like mailing frequency or a receiving only particular kinds of emails.
  4. Offer alternatives to receiving emails like to follow you on social media like Facebook or Twitter.
  5. Add a little element of humor. Don’t over do it. It’s not always cute!

Important Note:

Do NOT send an unsubscribe confirmation email. This violates both US CAN-SPAM and Canada’s CASL laws. [Tweet this]

Like it? Tweet it! Tweet: How to create effective unsubscribe pages? @themarketeng

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s