December 30, 2019
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How do you build great relationships with your customers? Ideally you would want to get to know your subscribers so you can tailor emails specifically for them. But if your user finds themselves on this page, then there is a good chance that you didn’t spend enough time understanding their wants and pain points. People don’t really want to be bombarded with emails and information they don’t really care about. So the key is to not only craft a carefully curated message but also take the time to engage and inform your subscribers by giving them what they want.
People opt-in to newsletters and subscriptions for a reason. In order to keep them interested, you would have to send them content that is actually useful for them (like we do daily here at Line25). However, if the user still wants to opt out of the subscription, the only way to change their mind is to entice them with great branding, good humor, and giving them options to customize their email subscriptions.
Let us take a look at some of the best practices for creating an effective unsubscribe page that not only engages the customer but turns them into active users.
1. J Crew
J crew understands that their newsletters have to reach the right customers for maximum impact. So they make it easier to customize their subscriptions by giving the users the option to personalize their inbox. By giving users the flexibility to control their inboxes, they are able to nurture their leads and possibly stop them from unsubscribing before they do it.
Barkbox’s unsubscribe page is designed to capture your attention. The wording, imagery and the tone of the page really show the brands personality. They are able to provide choices to select other things that users may be more interested in. This way they are able to make sure that they are sending their subscriptions to the right people.
3. Bed, Bath and Beyond
Users are able to choose the frequency of emails on Bed, bath, and Beyond subscription page. By giving the users the choice to control how many emails they would like to receive per week, the brand shows them a way to personalize their inbox.
4. Charity: Water
On their unsubscribe page, this non-profit water company gives the users the option to either opt out or see a video of their CEO get doused with water. By creating a high-interest value proposition, this company was able to keep their subscribers and see an unsubscribe rate close to 1000th of a percent.
5. Free people
Free People create thoughtful subscription pages and newsletters for their customers. If they notice that you haven’t interacted with their content in a while, then they send you a note asking if you would still like to receive their content. This gives the users a chance to either interact with their subscription emails or opt out of them.
Grammarly lets users take control of their subscriptions on their unsubscribe page. By giving them an option to choose the type of emails they are looking to get, they are able to send the right content to the right people. Besides giving them options to personalize their inbox, their unsubscribe page is thoughtfully designed and branded.
7. Yankee Candle
Yankee Candle gives the users the ability to choose the frequency of their emails from the unsubscribe page. With their awesome snooze button, subscribers are able to customize their email subscriptions. If you opt-in to receive their emails, you have the ability to take a break for 30 days if you choose to.
This brand is able to reach their customers by giving them the ability to personalize their inbox directly on the unsubscribe page. Once you have specified how many times you would like to receive emails, then the page takes you to a section where it allows you to connect with the brand via social media or simply by clicking their call to action button that takes you straight to their site.
9. 1-800 Contacts
The unsubscribe page for 1-800 Contacts is the best known for its humor. By letting the users know that they could have ended up on the site by mistake, the brand engages them in an effective and thoughtful way. They also provide the users with an option to continue their relationship in another way: through social media.
10. Barneys New York
Barneys NY provides a ‘You will be missed’ message followed by a survey on the subscribe page. This allows the marketing team at the company to get an understanding as to why the users chose to opt out of their service and this, in turn, helps them redesign their email campaigns.
On their unsubscribe page, Vimeo gives their customers a chance to receive less content from them. Instead of opting out of all their emails, users can now choose to control what they receive. They do this with cute graphics and mild humor.
The brands above do a great job communicating their messages on their unsubscribe page in an effective and thoughtful manner. The 5 important recurring factors in these examples are the following :
* Give subscribers an option to personalize their inbox
* Personalize your messages and check in with your customers to make sure that they are interacting with your content
* Introduce humor and great branding
* Keep it simple, relevant and to the point
* Offer alternatives and a re-subscribe option
If a customer chooses to unsubscribe from your email campaigns, they usually have a good reason for it. Understanding their pain points will help you personalize your emails so that your content reaches the right people at the right time. By keeping their exits memorable, you are opening up a possibility for them to come back.
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