Contents
- What is unsubscription
- Purposes of unsubscription
- How to create an unsubscribe page
- Tips for unsubscribing subscribers
What is unsubscription
Unsubscription is the process by which a subscriber opts out of receiving messages sent to their email address. Usually, the user only needs to click on a special link, which is most often located at the bottom of the email. After this action, the sender is obligated to stop sending messages to the specified address.
According to legislation, the unsubscribe link must be present in every email, except for transactional messages. Additionally, a metric known as unsubscribe rate is used to track the number of unsubscriptions.
Purposes of unsubscription
Unsubscription has several important purposes:
- Legal requirement: The Russian advertising law requires that the unsubscribe link be present in every email message. If the sender does not include it, the mailing service may automatically add the link.
- Reducing spam complaints: If the recipient cannot find a way to unsubscribe, they may complain about spam, which can lead to the sender's domain being blocked by the email service.
- Feedback: Upon unsubscribing, you have the opportunity to find out the reasons behind this decision from the subscriber. It is recommended to offer response options to increase the chances of receiving feedback.
- Retaining subscribers: Offer the subscriber the option to reduce the frequency of mailings or select topics of interest to increase the likelihood of retaining them.
How to create an unsubscribe page
If the necessary link was not attached to the email, most mailing services will automatically add it. When a user clicks on such a link, they are directed to a standard unsubscribe page. However, many services, such as Unisender, allow you to customize this page by adding a header, logo, and changing the reasons for unsubscribing.
For example, the platform "Netology" offers users many settings, including emotional images, a survey about reasons for unsubscribing, and the opportunity to subscribe to social networks.
Tips for unsubscribing subscribers
Here are some recommendations that can help you retain subscribers and not damage relationships with those who have decided to unsubscribe:
- Simplifying the process: Make the unsubscribe link noticeable and do not require the user to enter a login or confirmation code.
- Confirmation of unsubscription: To avoid accidental unsubscriptions, offer a confirmation step after clicking the link. For example, after confirmation, the button may change from "Unsubscribe" to "Resubscribe," which may encourage the user to reconsider their decision.