Here’s some good news: Unsubscribes aren’t bad news!
Sure, it’s hard to say goodbyes.
After all, you’ve worked really hard to build an email list and got users to sign up.
But that doesn’t mean that unsubscribes are the end of the world. Unless an unsubscribe button is all you’ve for the customer.
That’s just reinforcing the customer’s decision to leave and not putting in enough effort to try and change their minds.
But, don’t admit defeat, just yet!
Let’s see what the numbers have to tell.
What is an acceptable unsubscribe rate?
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.
Certain non-negotiable details go into making an unsubscribe page that will be covered in the examples.
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.
- 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.
- Witty and humorous copy that’s very on-brand. They keep it subtle with “We can take a hint”. 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 don’t want negative feelings. Hence there’s a high chance that customers will veer towards a positive feeling. Shows a good understanding of shopper psychology.
- Friendly in the way they still keep communication channels open by sharing their social media handles.
3. J. Crew
- 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.
- Choice-giving in a matter-of-fact way, the ‘how’ and ‘what’ of it are covered simultaneously so that it’s all up-front for the customer who has landed up on this page.
- Emotional tonality stands out as one of the highlights of this page, especially where it matters. They say “we hate goodbyes”, which is essentially a universal truth, making it even more poignant for the customer to pause and think.
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4. Just Property
- A bold approach without sounding like they know it all. The page displays the brand colors and motifs.
- A clever arrangement of information with the copy easily becoming a part of the design language. This ensures “let’s open doors” is read more readily than “do you really want to unsubscribe”.
5. Top Shop
- 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.
- Appeals to customer’s emotions with the lines “Is it really over”?
6. Charity: Water
- Upfront honesty makes the words easy on the eye and the mind. The brand is clear that they’re calling a spade a spade. But what other brands can learn from this is the way to do it across age brackets.
- Simple yet easy use of humor ensures customers don’t feel heavy about unsubscribing or re-subscribing. The point is that the brand doesn’t 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: we’re a cool bunch doing some serious work!
7. Free People
- 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 “we haven’t seen you for in a while!” It is wonderful how the brand is able to say so much in so little.
- 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.
- (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 “33% of customers that opt out of Moosejaw emails have recurring possum nightmares. Just saying.” Humor that’s so memorable, many might just decide to stay back.
- A focus on what’ll 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.
- A clever layering of information that quickly changes how a customer perceives this page – “oh yeah, just another unsubscribe page!” to “wait, what?”. The surprise element is strong and can be rewarding for someone all ready to leave.
- A play on human emotion is something the page achieves through the “Punish Derrick” 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 “There you go! You punished us. Do you still want to leave?”
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10. Le Creuset
- The use of proactive language makes this page a delight. It’s clear that the brand cares enough for the customer, which means the latter does not have to wait to get bored or pissed off.
- The love for detail as a brand ethic shows in the way this page seeks information. Apart from signaling “what” and “how often”, 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, “with us, you won’t have to wait to get the content you want!”
- The brand recall nudge with ‘your favorite pet retailer’. Reminds the customer that they’ve 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.
- The copy. No brainer. We love how it’s 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.
- It’s 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.
- 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.
- 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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- Easy ways to unsubscribe any way the customer chooses. There are no hoops to jump through and the process is fairly straightforward and explains what’s needed.
- Clear CTAs that keep everyone in the loop. Customers know exactly what’s happening and can choose either button to continue as per their preferences.
17. Lucky Peach
- 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
- 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.
- 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 isn’t technically eCommerce — but it’s still excellent, isn’t it?
- The automation unsubscribe. It may sound like it works to the opposite effect BUT it’s actually a great way to remind customers they’re still subscribed and show that you actively care about what they’re reading.
- The ‘Wait, Keep Me Subscribed!’ button. Why? It’s catchy; it evokes a sense of urgency; and it’s in a nice contrasting color that stands out from the rest of the page.
Unsubscribe Page 101
How should Unsubscribes be handled?
Unsubscribes don’t have to be bitter. Here’re four ways to handle unsubscribes without burning bridges:
1. Tickle your customer’s 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 you’re being sold.
2. Offer other ways to stay in touch
Not all subscribers part ways because of a bitter experience. They just don’t want their inbox to be clogged. Including social media handles can be a great way for them to stay updated with your eCommerce brand’s developments.
3. Offer a vacation
When your customers have made up their minds, there’s nothing much you can do unless….you can offer them a 30-day break from your emails. A rejuvenating break might just be the thing they need.
4. Be a sport
Not all customers are meant to be with you. Such is life. Instead, you can focus on the loyal customers who’re with you. Be a sport and take charge of things under your control.
Why do customers hit Unsubscribe?
There are plenty of reasons driving the customer’s decision to unsubscribe. Marketing Sherpa’s study reveals these findings:
Here are the most important ones you should focus on:
1. Too many damn emails
It’s a fact that subscribers are constantly bombarded with emails. That’s why around 73% of subscribers use the unsubscribe link to stop the inflow of unwanted emails.
How to fix:
- Regulate your email frequency
- Offer flexible opt-in options so subscribers can choose what kind of emails they want to receive
2. What do these emails have to do with me?
74% of subscribers don’t like receiving irrelevant emails.
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 value—depending on which stage of the journey they are in—your 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.
3. Oh no, is it a scam?
SpamLaws states that around 85% of all emails are spam—it’s a genuine worry for most customers. There’s a risk of falling prey to offers that won’t add up or information that’s essentially a hoax.
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:
- Don’t 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 subscribers
4. 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.
How to fix:
- Don’t compromise on quality. Make the content short and easily skimmable. Don’t 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.
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5. I just hate promotional emails
Some customers engage with a brand to explore and purchase at their own pace, and nothing more. So just because they’ve signed up for your email doesn’t mean they’re 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.
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 hadn’t interacted positively with these emails.
Which elements make a compelling unsubscribe page?
In the most successful unsubscribe pages that we have reviewed, we’ve found 3 consistent elements that keep things not just interesting but authentic.
1. Strikes a chord to negotiate
The best unsubscribe pages convey that the business cares enough to negotiate. They communicate that it is clearly NOT “all or nothing”.
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?
2. Shows courtesy and understanding
Most successful unsubscribe pages, even if they’re from businesses doing a terrific job, don’t sound cocky.
Instead, they ask if you’d want something different or list a few questions you could potentially answer to help them understand your standpoint.
3. Communicates more humanely
Most unsubscribe pages that work well typically aim their communication directly at visitors and customers. The copy doesn’t 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 “thanks” can go a long way to show your customer base that you aren’t taking them for granted.
- Use questions like “Could you tell us how we’re doing?” and then follow them up with a simple, easy-to-fill feedback form.
- Make the CTA crisp and clear. Copy that reads like “Grab this one-time opportunity” brings them back with just an extra dash of drama.
Why should you get an unsubscribe page?
As trivial as an unsubscribe page may sound compared to, let’s say, a landing page or a product page, it’s something that has various repercussions.
Here are a few reasons it’s best you get that unsubscribe page designed and written:
On the downside:
You could end up with a heavy fine
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.
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.
On the upside:
You could engage them for a little longer
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 time
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.
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How do I create an unsubscribe page?
Here’re 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, you’re 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.
- Don’t ever forget to include the unsubscribe link. You don’t want to come across as a privacy intruder.
How do I write an unsubscribe message?
You first need to get rid of the ‘We’re sorry to see you go’. This has been done to death and needs a revamp.
The unsubscribe option must be clearly visible on the page. Don’t make it too hard for the customer. The 1-click unsubscribe option must be provided.
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 goodbye…
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.
This way, you know what’s more important for the customer. You may also be able to change their mind about unsubscribing and get them onboard. It’s 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.