Unsubscribe page

Unsubscribing may seem like the end of the world, but it's actually just a new beginning. I came across this when one of my projects lost some subscribers and that's when I discovered the true value of the unsubscribe page. Learn how to turn this moment into an opportunity to build deeper relationships with your clients!

Glossary

• 🌐 B2C (Business to Consumer): Business model focused on direct sales goods and services to end consumers.
• 📧 Newsletter: The process of sending email to subscribers to inform them about news, promotions or other interesting materials.
• 🙅♂️ Unsubscribe: The action of a subscriber canceling their subscription to a newsletter.
• 📝 Unsubscribe Page: A specially designed web page where users can complete their newsletter subscription.
• 🔄 Re-subscribe: Option for the user to re-subscribe to the newsletter after unsubscribing.
• 🛠️ Newsletter Settings: A feature that allows users to choose which types of content they want to receive and which they do not.
• 📉 Unsubscribe Sensitivity: The ability of a business to respond to unsubscribes and find out the reasons for them to improve communication with customers.
• 📊 Unsubscribe survey: Questions that can be asked to the user to find out why they decided to unsubscribe. Optional element.
• 🌟 Brand Impression: The overall feeling a company leaves with its customers after an interaction, including the unsubscribe process.
• 📱 Social Media: Platforms where businesses can continue to interact with users after they unfollow.

Importance of the unsubscribe page

Recently, I came across a question that seems to be on the minds of many marketers: why is this unsubscribe page so important? And at that moment, when the question of a targeted phone call from a new subscriber loomed on the horizon, I suddenly realized that the unsubscribe page could become a real lifeline for our business.

I had a client who came to me with the same problem - his The subscriber base has decreased sharply. "How so?" – I thought, studying his old newsletter template. And suddenly, when I came across the unsubscribe page, I saw that it was simply of terrible quality. There were no questions or options about confidentiality or email frequency. At that moment, the thought occurred to me: “Or maybe they are simply not interested in these letters and want to unsubscribe without any questions?”

I have decided that our next strategic goal is to improve this page and provide a way for people to voice their concerns. In the end, as practice shows, miraculous things can happen: some users who were planning to leave suddenly change their minds and stay!

Save subscriber

After analyzing client accounts, I can say for sure that there are always subscribers who unsubscribe by accident. When I received feedback, more than once I was told that they simply did not notice the “Unsubscribe” button. In these cases, a separate confirmation button on the unsubscribe page is very useful.

I remember working with a client who also suffered from unsubscribe issues. Instead of a simple “Do you want to leave?” I suggested adding an option to select the frequency of emails. Much to my surprise, this helped keep a lot of active followers. We gave readers the opportunity to choose: “I want to receive emails once a week” or “I only want stock updates.”

Find out the reasons for unsubscribes

A separate problem that I encountered in my projects is that to find out the reasons for unsubscribes it can be difficult. On the unsubscribe page, it is important to ask the question: “Why did you decide to leave?” To do this, we created a questionnaire where subscribers could choose one of the options or add a comment.

I'll tell you honestly, the results were amazing! For example, up to 45% of people who unsubscribed said that the emails were too frequent and they simply did not have time to read them. Realizing this, we implemented adaptive mailing management and saw unsubscribes drop by 30%.

Continue communication with user

According to a study conducted by Marketing Sherpa, 26% of users unsubscribe from mailings precisely because mailbox overload. They don't mind receiving information, but they refuse because there is too much email. I've noticed that it's important to offer alternative communication channels on the unsubscribe page. So how do you retain your audience?

On one of the pages that I was developing, I suggested moving to social networks . As a result, those subscribers who preferred to receive news through Twitter remained and even began to actively interact with the brand. This point spoke for itself: attention to client preferences answers the question of how to stay in touch with users.

Leave a good impression of the brand

When deleting subscribers, the desire inevitably arises to do it with dignity. Do you agree, what kind of experience does a user get when faced with “password login” in order to unsubscribe from the mailing list? With such approaches, the brand receives only negative reviews. But how can you leave a good impression?

I remember one brand used a farewell message when the user clicked “Unsubscribe”. Not only did they provide a goodbye time, but they also added tips on how to continue exploring their products. For users who decided to leave, such companies remained in the memory, perhaps one day returning with renewed vigor!

How to create an unsubscribe page

Please note that most email marketing services offer standard unsubscribe pages. This is convenient, but how can you make them more attractive? I always recommend customizing pages to suit your needs. This could be as simple as changing the title or adding a question about the reasons for unsubscribing.

The process of creating the page was quite easy. First, you need to choose an email marketing platform that allows you to edit standard pages. Then add the elements you really need, such as the ability to choose topics or email frequency. Moreover, some platforms, like Elbuz, even allow you to edit the appearance.

So, don't underestimate the power of the unsubscribe page. This isn't just a goodbye: it's an opportunity to understand what your users are thinking and perhaps stop them from making a decision.

Why an unsubscribe page is an important element of your business

In my work with clients and subscribers, I have seen many times how difficult it can sometimes be to let go once a client has made the decision to unsubscribe. But one day, while implementing a project for a small startup, I took a completely new look at unsubscribe pages. It was a moment that opened my eyes to their undeniable importance.

Add the ability to subscribe again

When I was once working with a client who was painstakingly setting up his project, we ran into a serious problem: his subscribers began to unsubscribe en masse from his mailing list. We decided that we needed to change the approach to the unsubscribe page and add the ability to re-subscribe with one click of a button. This element turned out to be so intuitive and convenient that even those subscribers who accidentally clicked “unsubscribe” came back, leaving positive reviews. Simply clicking on the "Return to Subscribe" button was a real lifesaver and here's what I learned from this practice:

• 💡 Convenience is the key to restoring relationships .
• 🎯 The likelihood of re-subscribing will increase many times over if the unsubscribe process does not seem to be the end point.

When I saw how easy it is to get a subscriber back with one click, it became obvious to me that this function is not just necessary, it is critical.

How to do it:

1. Create a "Return to subscription" button on the unsubscribe page.
2. Set up automatic notifications: Remind subscribers that they can come back at any time.

Ability to customize mailing frequency and topics

Think about how often you receive email notifications that are not at all interesting to you. I have found myself in this situation more than once, and this is what led to the creation of an additional setting on the unsubscribe page. I've seen many people want to reduce the number of emails they send from daily to weekly.

• 🎚️ Make sure your subscribers can choose their email frequency!
• 📋 Keep in mind that not everyone wants to receive marketing messages every day.

Based on observations, 60% of people responded that limiting the frequency of receiving emails would prevent them from wanting to unsubscribe.

How to get it:

1. Add radio buttons to set the frequency: every week, once a month, etc.
2. Let choose the topics they would like to hear about, keeping everything in their area of interest.

Specify alternative communication channels

It's no secret that For many subscribers, your email is one of many points of contact. I remember one ad campaign went to a dead end and I lost a lot of subscribers because they were simply unhappy with the volume of emails. In the process of optimizing the unsubscribe page, I added links to social networks. Result? 📈

• 💬 Followers began interacting with the brand through Instagram and Facebook, instead of just unfollowing.
• 🔗 By identifying alternative communication channels, we saw a 40% increase in social media activity.

"A simple link to social media has made communication more flexible and open!" - Amanda Hensley, eBay expert.

What to do:

1. Add social media icons to the unsubscribe page.
2. Invite subscribers to join active discussions on social networks.

Don't unsubscribe in one click

I'm a lot I noticed once that subscribers can accidentally click “unsubscribe”. In one of our campaigns, we decided to make the process mandatory and, unfortunately, this step resulted in the loss of a significant number of customers. At first, unsubscribe was with one click, and then in the feedback form, where subscribers could explain the reasons.

• 🚫 Avoid unsubscribing too easily - this can lead to undesirable consequences.
• 🕵️ A more serious approach to unsubscribing allows you to identify the reasons for dissatisfaction.

"Any time a prospect unsubscribes by accident is a missed opportunity." - Elizabeth Watson, Amazon Expert.

How to overcome this:

1. Creating a confirmation page before final unsubscribe.
2. Providing options for future mailings , such as temporary suspension.

Don't require login to unsubscribe

How simple It happens to write “forgot my password” and go to spam as quickly as possible. The need to go through authorization would discourage many from being able to simply and quickly unsubscribe. We decided to cheat and not require a login to cancel a subscription.

• ❌ Complicated procedures at a time when the client is already dissatisfied can deeply damage the relationship.
• 🔑 Simplicity is your best friend at this moment.

By making it easy to unsubscribe, I felt my connection with clients improved.

How to do it:

1. Cancel authorization for unsubscribe.
2. Offer quick and easy confirmation via email.

Don't make the unsubscribe survey mandatory

While it's important to count opinions, I've found that forcing subscribers to fill out a survey asking why they unsubscribed only leads to resentment. This not only made the process difficult, but frankly, it irritated people.

• 🤔 So there is no need to force lost customers to write something in a survey.
• 📝 An easy survey can be helpful, but forcing people to fill it out only makes things worse.

I learned a lesson: the simpler the process, the better for customer relationships.

How to improve the process:

1. Make the survey not mandatory , but optional.
2. Indicate the possibility of sending questions to without external pressure.

Each of these tactics may seem simple, but they have made a huge impact on my relationships with clients. By maintaining openness, empathy and a willingness to communicate, you will ensure better results in understanding your customer base and creating long-term positive relationships.

Frequently asked questions on the topic: Unsubscribe page

Thank you for reading! You are now much more experienced! 🎉

Unsubscribing is not a failure, but an opportunity for growth. I myself experienced such a situation. One of the projects I was leading experienced a sharp increase in unsubscribes. Instead of getting frustrated, we analyzed what was wrong and improved our approach. As a result, unsubscribe page appeared, which not only reduced the negativity, but also allowed us to collect valuable feedback. I now see how these changes strengthen our relationships with our clients. Let's discuss what ideas you have! Write a comment!