5 Top Tips for Creating the Best Unsubscribe Experience
There will come a time when each of your customers is clearing out their inbox, and they’ll come to one of your emails, and they’ll think to themselves, do I want to keep being subscribed to this list, or do I want to leave.
Sure, you may be in the mindset that you want as many customers signed up on your email lists as possible, but this is truly not the case, or at least shouldn’t be. The only people you want to be signed up to your list are the people who want what you’ve got to offer, especially when you consider that you segment your lists based on your customer demographics.
If your data is full of people who don’t want to be signed up, then your data will be wrong, and you’ll attract more people who don’t want to be signed up. That’s why the unsubscribe button is such a powerful component to have in your emails.
This is why you need to make sure they have a positive experience when they do wish to unsubscribe, as painful as it is to lose them. You’ll avoid complaints if you provide a good experience, which can have a negative influence on future email deliverability and/or potentially get you in hot water with regulatory bodies.
With this in mind, let’s explore five ways you can create the best experience possible.
1. Avoid Email Footers That Aren’t Mobile-Friendly
Nowadays, the majority of people (statistics state around 60%) will open and check their emails from their mobile devices, so if your emails are optimised for mobile devices, you’re going to have a problem. This shouldn’t be a problem since most modern email service providers optimise emails automatically. Still, you haven’t, or you create your own, then this is a critical design feature you need to be thinking about.
Some problems might include users being unable to unsubscribe because the print is either too small, hard to see, or can’t be found in email footer regions that aren’t optimised for mobile screens and therefore don’t show. This will cause distress, and if you end up getting flagged spam by users who just don’t want to deal with your emails anymore, this could be problematic to your marketing efforts.
2. Make Unsubscribe Links Easy to Find
Attempting to ‘hide’ the unsubscribe link from your users is not only ineffective but also inconvenient for them, and you’re not going to be better off for it, similar to the reasons for the consideration above.
“Nowadays, customers are most used to the link being displayed in the footer of the email, but it should surely be the most visible part of this area of the page. You can do this easily by changing the colour of the font or making it bold and therefore stand out,” shares Ben McDonald, a business blogger at State of writingand Paper Fellows.
Also, linking the word ‘here’ can occasionally confuse users, it’s preferable to just link to the word unsubscribe to avoid any confusion.
3. Confirm the Unsubscription with an Email
It’s nearly never a mistake when someone clicks the unsubscribe link in your email and goes through the process of unsubbing, so don’t make it difficult for them to complete and confirm the process.
Avoid sending a confirmation email that asks, “Do you really want to go?”. Users may have no personal animosity toward your company, but they prefer to keep their inboxes free of unwanted newsletters and promotions.
You do this out of respect for the customer. If you make it hard, they’re going to want to leave.
4. Don’t Force Customers to Sign In
“Hand in hand with respecting your customers, don’t make them sign in to unsubscribe from your emails. This is annoying and pointless and will only aggravate your customer to want to leave faster. You never want to burn your bridges, nor leave a bad taste in anyone’s mouth,” explains Sarah Wilson, a design writer at Boom Essays and Lia Help.
One of the most infuriating email experiences you can provide a user requires them to log in to their account only to unsubscribe. These kinds of practices are unethical and illegal in many nations, including New Zealand. It all boils down to how simple it is to unsubscribe.
5. Only Ask for Feedback After Unsubbing, Never Before While Forcing It
Before verifying the unsubscribe, never force someone to give you feedback on why they’re unsubscribed and make it necessary. Some people don’t mind providing feedback after unsubscribing, but they aren’t obligated to do so to unsubscribe. If you want to ask users why they’re unsubscribing, do so after they’ve already unsubscribed. Make it as simple and optional as feasible.
Remember, if someone is being forced to do something they don’t want to do, they might as well just write your emails off as spam, which will damage your marketing efforts.
One of the best things you can do is to think about how you would want to experience the unsubscription process from another company and then aim to create that. If you’re holding people back from doing what they want because you’re trying to force them to stay, it’s not going to end well for your business.
Instead, aim to make everything effortless. Remember, don’t take it personally. Just continue to focus on those who want to stay and grow through this audience. Your products or services won’t be for everyone.
Christina Lee is a project and marketing consultant over at UK Writings and Write my personal statement. She writes about specialized email marketing and helps businesses both old and new to make it in the modern world, especially by writing at Essay writer, among others.