Assuming you’re following all the rules, each of your emails includes a path to unsubscribe. But that’s not the end of the story, is it?
This morning, I went through my inbox and started unsubscribing from all the publications I’ve accumulated but no longer read. In the process, I considered all the different approaches and thought it might be good fodder for a discussion.
The first unsubscribe link I found was from Cornerstone OnDemand. It was cold, made no effort to engage me, and had no branding. Though I had clicked a link in their email, when I got to the unsubscribe page, I had no idea from what—or whom—I had just unsubscribed (see the first image in the media player).
Target Marketing Magazine took into consideration my short-term memory loss and welcomed me with a branded confirmation page. Short, sweet, and simple, but missing the marketing of their other products or benefits to staying on the list (see the second image in the media player).
Digg was a similar experience. While their logo is present, they listed the emails address of the subscriber, and the process was easy, they included a link to unsubscribe from all of their publications at once—the dreaded nuclear option (see the third image in the media player).
After clicking the unsubscribe button, I was presented with a confirmation of my request (see the fourth image in the media player).
Webriti added something that was missing from both Target Marketing Magazine and Digg—the ability to easily resubscribe. And, even though Target Marketing did provide a link for me to manage my subscriptions, it wasn’t as simple as a single button. Clicking the link would take me to their site, where I might actually have to think about my actions, and since I was in a hurry I didn’t do that (see the fifth image in the media player).
EMS Inc., used Constant Contact—as do many other small companies—and I like how well thought out the process is from this vendor. First, they provided me a clue as to which email address I’ve used, without actually displaying it, and then ask me to confirm. The instructions were clear, and the process provided just a little security in case someone else would try to unsubscribe me (see the sixth image in the media player).
The second step of the process was to present me with a confirmation that included an opportunity to type a reason for unsubscribing. I would have preferred a drop-down list or checkboxes at this point, because I am admittedly lazy. I was on a mission to unsubscribe, and their requirement for me to write an essay is just too burdensome. If they had made this step easier, I would have provided a reason. I don’t know the abandonment rate to be expected at this point, but whatever it is, I’m certain it’s higher than if they had given me options from which to choose (see the seventh image in the media player).
The final step of Constant Contact’s approach is a nice touch: the ability to change my mind and resubscribe. Also, in case my reason for unsubscribing is that I had signed up with a less-preferred contact address, a reminder of what that was (see the eighth image in the media player).
Google+ had a similar approach, but with both Constant Contact and Google, I was bothered by the lack of corporate branding within the dialogue, or enticements to stick around. Google+ did provide information about which list I was leaving and a link to manage, rather than leave altogether (see the tenth image in the media player).
The confirmation screen looked so much like the unsubscribe page that I wasn’t sure it was successful—if it weren’t for the word success in tiny print, I wouldn’t have known it hadn’t gone through (see the eleventh image in the media player).
I clicked the link to manage my settings settings, and that’s when the page got more interesting. Finally, Google engaged me me with a conversation about just what it is I want. Just because the unsubscribe process has to be completed in a single click doesn’t mean you shouldn’t promote yourself in the process (see the twelfth image in the media player).
Like Google, LinkedIn listed my current subscriptions and enabled me to make changes to all or some on a single page. If you have lots of lists, this presents not just the opportunity for your subscribers to leave, but to learn of others they might wish to join (see the thirteenth image in the media player).
Every company—except for MosaicHub—provided a link in the email titled “unsubscribe,” which I appreciated. Our recipients are not stupid, so intentionally mislabeling the unsubscribe link is not going to reduce unsubscribes; it’s going to irritate them in the process.
Focus on showing your subscribers why leaving the list is not beneficial, not alienating them to the point they never come back (see the fourteenth image in the media player).
After I got over being irritated, I found that the page was actually an opportunity to manage the settings, rather than just bail, but it didn’t stop me from leaving. I had already made up my mind, and was irritated to the point where I couldn’t be stopped.
If you want to provide a manage link, it can be a good idea, but not to the point where you can leave out an unsubscribe link (see the fifteenth image in the media player).
Worse still are manage links that require me to log in to an account I’ve forgotten—or never created in the first place—like this one from Plaxo. This had to be the single most frustrating unsubscribe experience I’ve ever encountered. I didn’t remember my log in, so I clicked to recover the password. I went to the site, typed in the password, and it failed. I’ve spent more than an hour trying to unsubscribe from just one list—and I was clearly unsuccessful given this effort was from a link in an email I received today (see the sixteenth image in the media player).
There have been a number of companies sending me emails to manage my subscriptions as a way of actually getting me to create an account on their site. I guess they suppose once I’ve gone to the trouble to create an account, I might come back. I’ve read the privacy policy and terms and conditions pages of some of these—yes, I actually do that—and found that they grant themselves permission to use my address for future marketing when I create an account this account. Talk about a rabbit hole!
So those are things not done well, but in this page from Lynda.com, however, there are many things done right. They’ve reminded me of the address I used, provided an opportunity to reactivate my paid account, made promises of privacy, and allowed me to unsubscribe from select or all lists. Nice job (see the seventeenth image in the media player)!
So who, in my opinion got it completely right? eMedia. Starting in the upper left, they offered me other bulletins, in case my real issue is I’m getting the wrong type of information or on the wrong schedule. They also signed me in and displayed my user name. Next, they listed my current subscription and provided a simple checkbox to to unsubscribe and below that—importantly, on the same page—they asked for information about why I wish to leave the list. In the right column, they tried to convince me to hang around by giving me other options. Since this was a web page on their site, I am contributing positively to their site anaytlcs as I mull over my options. If I clicked one of these links, it would be even better for them. Below that, they comforted me by promising to never sell my name—and if I was interested, I could read their privacy policy ( (see the final) image in the media player).
I’d like to say that my own unsubscribe process is as great as this one, but sadly, it is not—we are the cobbler’s children. How does yours measure up?
Thanks Cyndie for your review of unsubscribe pages. Even we as professional marketeers do need to be reminded now and then. All your great advices is already added to my already long document of best practices.
I am considering unsubscribing from most of the things I receive in my email. I have some that I subscribe to that has a constant barrage of pop up ads. This is very annoying. Several months ago I parted company with my then internet provider. Before leaving I asked about my average monthly usage. After switching to my new provider, I have gone through my entire allotment in a week. According to my current provider, the reason is probably all the pop up ads. I have pop up blockers on my computer and still have countless pop up ads. I don’t plan on paying these people to send me their ads. My browsing has not changed since changing providers. In fact, it may have lessened, primarily due to the pop ads. I would never spend money with these companies who send all the pop up ads. Even if it were something that I was interested, I would not do business with them due to the annoyance factor.
I have recently been trying to change several email subscriptions, as my former division is closing and I am transferring emails to a personal account until I have a new corporate account. I have too few options to change email addresses, despite the fact that changes of jobs is common in Marketing and should be an easy fix. My typical option is to unsubscribe, then go to the website to re-subscribe under the new email, possibly requiring a complete re-entry of account information. Even changing the email address in the Account settings is often prohibited, because it is used as the account identifier. Having a preference center, with the option of changing address, is preferable. Also, many subscribers may be kept of there was a choice of a weekly option vs. a daily email. Offering only the “nuclear unsubscribe” is saying “I don’t care if you leave or not.”
I have a link I have been trying to unsubscribe from for 3 months now. There is a link at the bottom of each email this person sends to me, and it says “unsubscribe” but it doesn’t work – yet all the other links in his emails do work. (He is selling products.) I have written him 3 times (with carbon copies to myself so he’ll know I’m keeping track of what I have sent to him and when) to tell him I need to unsubscribe from his emails, and that his unsubscribe links haven’t worked. I still get no response from him about unsubscribing, and I continue to get his emails. I was very disappointed in the first product I purchased, and don’t want to buy more from him.
Do you have any other ideas I can use? I find dead “unsubscribe” links more and more in emails I receive, and you’re right. When I don’t hear back, I get irritated and will never order anything from him again, nor will I recommend him or his products.
Thank you so much!
I went through a binge of unsubscribing about two years ago. I was fed up with the sheer volume. Even if it was companies that I liked and continued to do business with, I simply didn’t want so much e-mail. There were very few survivors.
In this process, I encountered many unsubscribe pages that asked for my reason, without offering drop-downs or check-boxes with options. But I discovered that an essay was not only not required, it was not permitted: The reason I could give was usually limited to roughly the same character count as a tweet.
So I developed a pat answer that always fit. It was:
I receive too much email in general so I’m unsubscribing from all online mailing lists. Feel free to keep in touch via US Mail. Best wishes!
This fit everyone’s character limit and got my points across in a civil manner. And getting off of all those mailing lists really changed my life.
P.S. I can’t believe you unsubscribed from Target Marketing right on their very own blog!!! 🙂
Thanks for the interesting post, Cyndie!
My main gripe is when they send another email saying my unsubscribe request has been successful. I want less mail, not more.
The second gripe is when they say it may take up to 10 days to unsubscribe. C’mon. It took 1 second to make it on to the list. If I had any doubt about unsubscribing, the ten-day notice confirmed my decision.