5 Keys to Effective Unsubscribe Landing Pages

Let’s KISS. Now hang on … KISS isn’t only a romantic action, but for you as a marketer, knowing how to “Keep It Short and Simple” will help you maintain your email lists.

3. Use Humor

Short videos are a big deal these days. When your subscribers decide to make that ultimate decision of leaving, present them with a bit of humor. Take a page from Groupon’s playbook: On your landing page, include a short video of a person sitting at their desk. When they receive the word of the unsubscribe, that person is punished by a boss for annoying subscribers. This “Punish so-and-so” works because it interjects a layer of humor, which can keep subscribers because they don’t feel like they’re being begged to stay.

Groupon email preference center
Groupon’s “Punish Derrick” opt out landing page.

4. If They Want to Leave, Let Them

The last thing you want to do using the KISS method is to make people jump through hoops. If they want to leave, let them. Consider a landing page that provides them with specific product or service categories that may interest them. Convey that if they do choose to leave that they could lose out on valuable sales offers or they may not receive confirmation emails regarding any future orders.

Costco Unsubscribe
Costco allows subscribers to update their email addresses, as well as let them know what they’ll miss.

5. Make Sure That Subscribers Don’t Have to Log in to Unsubscribe

Nothing can make a subscriber more annoyed is to have to log in to unsubscribe. If they’re already irritated about your emails, this won’t help. You want to leave them with a positive image of your company because chances are, they may come back if you’ve provided them with a simple way to leave.

So remember KISS. If you always put that extra attention to your unsubscribe process, you’ll find that you will actually lose less subscribers.

Author: Patrick Fultz

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

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