Hereâs some good news: Unsubscribes arenât bad news!
Sure, itâs hard to say goodbyes.Â
After all, youâve worked really hard to build an email list and got users to sign up.Â
But that doesnât mean that unsubscribes are the end of the world. Unless an unsubscribe button is all youâve for the customer.Â
Thatâs just reinforcing the customerâs decision to leave and not putting in enough effort to try and change their minds.Â
But, donât admit defeat, just yet!Â
Letâs see what the numbers have to tell.Â
What is an acceptable unsubscribe rate?Â
As is the norm, 0.2-0.5% is the acceptable unsubscribe rate. Anything more than 0.5% means you need to fix your unsubscribe emails.Â
Certain non-negotiable details go into making an unsubscribe page that will be covered in the examples.Â
Enjoy reading!
20 unsubscribe page examples that get customers to re-subscribe
Here are 20 unsubscribe pages that caught our attention for their flavor, attitude, authenticity, and ability to reel back customers.Â
1. BarkBox
What works
- Proactive by offering multiple other resources you can subscribe to. This helps build a long-term relationship and saves the brand from losing the customer
- Relevant copy that includes lots of dog lingo. It helps connect with the target audience right away and creates immediate brand recall.
- Creative by adding a picture of the dog with a thought bubble. A smart way to keep their customers entertained.Â
2. Chubbies
What works:
- Witty and humorous copy thatâs very on-brand. They keep it subtle with âWe can take a hintâ. Their unsubscribe options also sound very relevant. The CTA is catchy and quirky.
- Targets customer emotions with their copy. Both the unsubscribe options describe a feeling, which is an excellent way to move customers. Most people donât want negative feelings. Hence thereâs a high chance that customers will veer towards a positive feeling. Shows a good understanding of shopper psychology.Â
- Friendly in the way they still keep communication channels open by sharing their social media handles.  Â
3. J. Crew
What works:
- Corrective action is the flavor the copy contains right from the start. The sense is that the brand is keen on taking responsibility for having disappointed the customer. Courageous without getting too showy.Â
- Choice-giving in a matter-of-fact way, the âhowâ and âwhatâ of it are covered simultaneously so that itâs all up-front for the customer who has landed up on this page.Â
- Emotional tonality stands out as one of the highlights of this page, especially where it matters. They say âwe hate goodbyesâ, which is essentially a universal truth, making it even more poignant for the customer to pause and think.Â
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4. Just Property
What works:
- A bold approach without sounding like they know it all. The page displays the brand colors and motifs.Â
- A clever arrangement of information with the copy easily becoming a part of the design language. This ensures âletâs open doorsâ is read more readily than âdo you really want to unsubscribeâ.
5. Top Shop
What works:
- Straight and transparent always works. Without beating around the bush, they give the customer a both-ways scenario and let them make the decision.
- Personalized and customizable options to continue the engagement. By offering the choice to select the specific subscriptions the customer would prefer, they aim at long-term customer retention.Â
- Appeals to customerâs emotions with the lines âIs it really overâ?
6. Charity: Water
What works:
- Upfront honesty makes the words easy on the eye and the mind. The brand is clear that theyâre calling a spade a spade. But what other brands can learn from this is the way to do it across age brackets.Â
- Simple yet easy use of humor ensures customers donât feel heavy about unsubscribing or re-subscribing. The point is that the brand doesnât make anyone feel bad. On the contrary, it shows a funny video of its CEO under the attack of water balloons. A subtle way of saying: weâre a cool bunch doing some serious work!Â
7. Free People
What works:Â
- Free, unconditional choice seems like a distinct feature here, where the brand offers the chance to stay opted in or to opt out. This a significantly smart move because this kind of allowance often makes customers feel they are acknowledged and cared for. Also, something that is totally in line with brand values (their name, free people, is a hint in itself!)
- Fact and emotion come together beautifully in as simple a sentence as âwe havenât seen you for in a while!â It is wonderful how the brand is able to say so much in so little.
8. Moosejaw
What works:
- A remarkable simplicity elevates how this brand looks and feels. The unsubscribe page carries those elements to the T, subtly reminding customers what they will miss if they are to leave for good.Â
- (Moose)Jaw-dropping humor in fine print will have users strive harder to read. And when they do, they are greeted with something as cheeky as â33% of customers that opt out of Moosejaw emails have recurring possum nightmares. Just saying.â Humor thatâs so memorable, many might just decide to stay back.Â
- A focus on whatâll stop is something the content does really well, especially right before the submit/cancel buttons. A reminder works well for the average customer who might already be too inundated by everyday emails.Â
9. Groupon
What works:
- A clever layering of information that quickly changes how a customer perceives this page â âoh yeah, just another unsubscribe page!â to âwait, what?â. The surprise element is strong and can be rewarding for someone all ready to leave.Â
- A play on human emotion is something the page achieves through the âPunish Derrickâ video. It plays to show the man actually going through a hard time. What this does is, creates a level of satisfaction in the customer. Derrick essentially represents the brand in some form and through this short but humorous gimmick, Groupon almost says âThere you go! You punished us. Do you still want to leave?âÂ
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10. Le Creuset
What works:
- The use of proactive language makes this page a delight. Itâs clear that the brand cares enough for the customer, which means the latter does not have to wait to get bored or pissed off.Â
- The love for detail as a brand ethic shows in the way this page seeks information. Apart from signaling âwhatâ and âhow oftenâ, it shows it cares enough about other details such as color and existing cookware.
- The efficient journey between signup and subscribe/unsubscribe is also something that stands out. The very first sentence in the copy seems to call out, âwith us, you wonât have to wait to get the content you want!âÂ
11. PetSmart
What works:
- The brand recall nudge with âyour favorite pet retailerâ. Reminds the customer that theyâve had some great times together and may not want to entirely let them go.
- Clear and concise messaging. They clearly explain how someone can still stay in touch while removing the clutter.
12. Fitbit
What works:
- The copy. No brainer. We love how itâs personalized and calls attention to the emotional appeal the brand is trying to create.
- The social media icons. They draw attention to the fact that there are other ways to stay in touch with the brand without having your inbox cluttered with emails.
13. Eurostar
What works:
- Itâs easy to use. There is a simple form with clear instructions on how to unsubscribe and which emails one can opt out of.
- The heads-up at the bottom of the page. Staying transparent throughout, they keep customers informed that they will not be missing out on operational emails like booking confirmations and trip updates.
- A link to the privacy policy. This will let people know how their data is being used and how the brand will respect their privacy.
14. Michaels
What works:
- Highly personalized, builds an emotional appeal. This helps to create a sense of connection and reinforces the idea that the customer is important to the company.
- Gives subscribers multiple options as per their needs. A good unsubscribe page will present several options that the subscriber can opt for if they decide they do want to continue receiving emails.
15. PUMA
What works:
- A verbal confirmation. This just helps the customer be 100% sure that the action they wanted to perform has been completed.
- The witty copy with resubscribe. If customers change their mind, they should be able to easily resubscribe. Including a link or button makes it easier for them to go to your sign-up page.
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16. Refinery29
What works:
- Easy ways to unsubscribe any way the customer chooses. There are no hoops to jump through and the process is fairly straightforward and explains whatâs needed.
- Clear CTAs that keep everyone in the loop. Customers know exactly whatâs happening and can choose either button to continue as per their preferences.
17. Lucky Peach
What works:
- Saying thanks. This helps to create a feeling of good will and it may even persuade some users to change their mind and stay subscribed.
- The unsubscribe page is very clear about what the process involves. There is no confusion about what the customer is unsubscriving from, how many emails are left, and how to stay in touch.
- Social media icons & nudge. This makes unsubscribing easy while also encouraging customers to stay in touch by easily accessing the social media handles.
18. Yankee Candle
What works:
- Single-page unsubscribe. The last thing you want is for the customer to have to click through a bunch of pages just to unsubscribe.
- Limited form fields. This is very simple with just a couple of fields for the customer to enter their email address and confirm their unsubscribe request or choose to snooze.
19. Currys
What works:
- Reinforces the benefits. The page lists the benefits of staying subscribed and calls attention to all the perks customers will receive.
- Clear and obvious unsubscribe button. Again, this may seem like a no-brainer, but you'd be surprised how many companies make it hard to find the unsubscribe button.
20. Sidekick Content
Now, we know this example isnât technically eCommerce â but itâs still excellent, isnât it?
What works:
- The automation unsubscribe. It may sound like it works to the opposite effect BUT itâs actually a great way to remind customers theyâre still subscribed and show that you actively care about what theyâre reading.
- The âWait, Keep Me Subscribed!â button. Why? Itâs catchy; it evokes a sense of urgency; and itâs in a nice contrasting color that stands out from the rest of the page.
Unsubscribe Page 101
1. What is an Unsubscribe page?Â
An unsubscribe page is a web page that opens when an unsubscribe link is clicked in an email. The purpose of the page is to allow users to unsubscribe or choose their preferences.Â
2. What is an Unsubscribe email?Â
An unsubscribe email is an event where the user decides to stop receiving emails. This is triggered when the user clicks on the unsubscribe link of a promotional email leading to the unsubscribe page.Â
3. How should Unsubscribes be handled?Â
Unsubscribes donât have to be bitter. Hereâre four ways to handle unsubscribes without burning bridges:Â
a) Tickle your customerâs funny bone
Using humor will make customers reconsider their decisions to unsubscribe. Funny messages on your unsubscribe page trigger a positive sentiment and make you forget (at least) for a few seconds that youâre being sold.Â
b) Offer other ways to stay in touchÂ
Not all subscribers part ways because of a bitter experience. They just donât want their inbox to be clogged. Including social media handles can be a great way for them to stay updated with your eCommerce brandâs developments.Â
c) Offer a vacationÂ
When your customers have made up their minds, thereâs nothing much you can do unlessâŠ.you can offer them a 30-day break from your emails. A rejuvenating break might just be the thing they need.
d) Be a sportÂ
Not all customers are meant to be with you. Such is life. Instead, you can focus on the loyal customers whoâre with you. Be a sport and take charge of things under your control.Â
3. Why do customers hit Unsubscribe?
There are plenty of reasons driving the customerâs decision to unsubscribe. Marketing Sherpaâs study reveals these findings:
Here are the most important ones you should focus on:Â
a) Too many damn emailsÂ
Itâs a fact that subscribers are constantly bombarded with emails. Thatâs why around 73% of subscribers use the unsubscribe link to stop the inflow of unwanted emails. Â
How to fix:
- Regulate your email frequency
- Offer flexible opt-in options so subscribers can choose what kind of emails they want to receive
b) What do these emails have to do with me?
74% of subscribers donât like receiving irrelevant emails.Â
Your goal should be to send the right email to the right customer on the right channel at the right time.
Unless the emails are well-timed, personalized, and offer valueâdepending on which stage of the journey they are inâyour customers are going to head over to the unsubscribe button.
How to fix:
- Send personalized emails by factoring in demographics, behavior, and purchase history.
- Leverage email segmentation to divide your audience and send each of those groups specifically targeted emails.
c) Oh no, is it a scam?
SpamLaws states that around 85% of all emails are spamâitâs a genuine worry for most customers. Thereâs a risk of falling prey to offers that wonât add up or information thatâs essentially a hoax.Â
In these cases, the users will instantly unsubscribe and also feel angry towards the company sending these emails leading to the loss of future business opportunities.
How to fix:
- Donât use spammy and salesy buzzwords such as cheap, congratulations, gimmick cash, guarantee, won, rich, offer, and outstanding
- Use a double opt-in process to improve the quality of your subscribersÂ
d) The content and design are just boring
Your customers are already receiving a lot of emails. On top of that, if the design is bland and the content is uninspiring, its fate is almost sealed.
There are so many ways to make an email irresistible for customers: being interesting, informative, funny, sarcastic, helpful, or offering value. Boring is the last thing your email needs to be.Â
How to fix:
- Donât compromise on quality. Make the content short and easily skimmable. Donât go overboard with the design.
- Stick to an email marketing calendar and include a wide variety of original content. Use traditional and non-traditional holidays to send interesting email content. Â
Check out how M22 used the Polar Vortex event to craft an interesting email for their customers.
e) I just hate promotional emailsÂ
Some customers engage with a brand to explore and purchase at their own pace, and nothing more. So just because theyâve signed up for your email doesnât mean theyâre ready for purchase.
And then, there are those potential customers, around whom brands need to be really clever and trustworthy. One wrong move and they will unsubscribe!
In a world where most of us are inundated with choices, anything that is remotely irrelevant and annoying for the customer can backfire for an eCommerce business.Â
How to fix:
- Offer email preference options so that subscribers can choose when, how, and what to receive.
- Use email analytics to track user behavior and avoid sending promotional emails to the segment that hadnât interacted positively with these emails.
Source4. Which elements make a compelling unsubscribe page?
In the most successful unsubscribe pages that we have reviewed, weâve found 3 consistent elements that keep things not just interesting but authentic.Â
a) Strikes a chord to negotiate
The best unsubscribe pages convey that the business cares enough to negotiate. They communicate that it is clearly NOT âall or nothingâ.
The copy on these pages actually goes one step beyond and starts a conversation, asks a question, or seeks permission. Would the reader be okay with reading fewer emails from your business per month? Would they want you to focus on contacting them only when there are relevant offers or deals coming up?
b) Shows courtesy and understanding
Most successful unsubscribe pages, even if theyâre from businesses doing a terrific job, donât sound cocky.Â
Instead, they ask if youâd want something different or list a few questions you could potentially answer to help them understand your standpoint.
c) Communicates more humanely
Most unsubscribe pages that work well typically aim their communication directly at visitors and customers. The copy doesnât sound like a business but more like a friend.
Here are a few ways in which you can enhance your email communication by adding a human touch:
- Say thanks. A simple âthanksâ can go a long way to show your customer base that you arenât taking them for granted.Â
- Use questions like âCould you tell us how weâre doing?â and then follow them up with a simple, easy-to-fill feedback form.
- Make the CTA crisp and clear. Copy that reads like âGrab this one-time opportunityâ brings them back with just an extra dash of drama.
5. Why should you get an unsubscribe page?
As trivial as an unsubscribe page may sound compared to, letâs say, a landing page or a product page, itâs something that has various repercussions.Â
Here are a few reasons itâs best you get that unsubscribe page designed and written:
On the downside:
You could end up with a heavy fineÂ
Certain regulatory bodies and laws make it imperative that you give customers the choice to stay connected to you. Be it through General Data Protection Regulation (GDPR), the CanSPAM Act, or Australian spam laws, related fines can be a heavy flow.Â
You could receive a lashing on social media
In the active digital setting of today, every consumer is aware enough to exercise their voice. So, if customers get the whiff that your brand is somehow forcing them to stay connected with your content, they could react adversely.Â
On the upside:
You could engage them for a little longerÂ
As you may have already found out in the examples above, an unsubscribe page helps customer perception. The fact that they have a choice can make them stay and connect for just a little longer.
You could assess the rate of engagement in real timeÂ
With an unsubscribe page, it becomes a little easier to track audience engagement. With relevant data and information fields, you can actually inspire customers to give you a real picture. This can enable you to create more enriching marketing efforts in the future.Â
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6. How do I create an unsubscribe page?
Hereâre a few pointers that help you create an unsubscribe page:
- Ask them the reason for leaving. By giving them a few options and listing a field to provide feedback, youâre taking action at the right time.
- Email frequency. The type and number of emails customers receive matter. Provide options for frequency and type such as promotional emails and product updates.
- Donât ever forget to include the unsubscribe link. You donât want to come across as a privacy intruder.
7. How do I write an unsubscribe message?
You first need to get rid of the âWeâre sorry to see you goâ. This has been done to death and needs a revamp.Â
The unsubscribe option must be clearly visible on the page. Donât make it too hard for the customer. The 1-click unsubscribe option must be provided.Â
Remind them how they landed on your email list which will help them remember having subscribed to your email list. This might make them change their mind.
Before we say goodbyeâŠ
We have to say that every page on your eCommerce website or associated with your brand has the potential to retain customers.
An unsubscribe page can help you ensure that you transform this real estate to draw more conversions. The best way to know which elements to add or subtract from your unsubscribe page is through A/B testing.Â
This way, you know whatâs more important for the customer. You may also be able to change their mind about unsubscribing and get them onboard. Itâs sure to reflect on your conversion rates.
We have helped 500+ brands drive conversions by building efficient customer experiences and effective exit strategies. Get in touch with us to know more about how we can help your brand.
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