Contents
- What is an unsubscribe page
- Why create an unsubscribe page
- How to set up an unsubscribe
- Best practices for designing an unsubscribe page
What is an unsubscribe page
An unsubscribe page is a special web page that a user lands on after clicking the “Unsubscribe” link in an email. On this page, they can confirm their desire to stop receiving newsletters or see a message indicating that their unsubscription has been successfully processed. The specific behavior of the page can vary depending on the settings of the email service you use.
Why create an unsubscribe page
Creating an unsubscribe page has several significant advantages. Here are the main points:
- Retaining subscribers: Some users may accidentally click the “Unsubscribe” link, and an additional confirmation on the unsubscribe page can help prevent the loss of such readers.
- Customizing the frequency and topics of newsletters: Often, users are not opposed to receiving emails but would like to adjust the frequency or choose topics. The unsubscribe page can offer them these options.
- Gathering information about unsubscribe reasons: You can ask questions on the page about why the subscriber chose to unsubscribe, which will help improve the content of newsletters in the future.
- Continuing communication: Offer alternative communication channels, such as social media, so subscribers can stay connected with your brand even if they unsubscribe from the newsletter.
Example:
On the unsubscribe page of the construction hypermarket OBI, users can choose which specific emails they want to unsubscribe from, allowing them to maintain interest in other topics.
How to set up an unsubscribe
To set up the unsubscription process, it is important to consider the following points:
- Most email marketing services automatically create a standard unsubscribe page, but settings can be modified—you can change the name, icon, and even add a survey about the reasons for the unsubscription.
- Some platforms, such as Unisender, allow you to change the appearance of the header and footer of the page using HTML code.
- The new unsubscribe page must be approved by the service's support team before you can use it in your emails.
Best practices for designing an unsubscribe page
When creating an unsubscribe page, it is important to consider some recommendations:
- Add a re-subscribe button: If a user accidentally unsubscribes, the ability to quickly re-subscribe can retain their interest.
- Offer newsletter customization: Allow users to choose the frequency of emails and topics that interest them.
- Add links to social media: This will enable subscribers to stay connected with your brand through other channels.
- Avoid mandatory login: Users may not remember their credentials, which could lead them to mark your email as spam.
- Do not make the unsubscribe reason survey mandatory: Mandatory questions may provoke negative reactions and hurt your brand's reputation.
The unsubscribe page is often overlooked, but it is crucial for effective email marketing. By optimizing the interaction with subscribers at every stage, including the unsubscription process, you can significantly improve the results of your campaigns.