How To Let Users Unsubscribe
Every single website want its newsletter flying to potential users’ mailboxes. Of course, they are a great marketing tool if they are well designed and if they behave properly. But websites should be careful and keep in mind that newsletters could make those users angry, specially if the content is not interesting to the them. In that case, make it easy to unsubscribe.
Some benefits of making easy to unsubscribe from a newsletter:
- Users will feel confident about your newsletter service,
- that could make them subscribe to new newsletters (and it will be easier for you to promote new services!),
- as a result of the first point the overall website perception will be improved and users could trust your website more than others at the moment to purchase online.
Let me show you how some websites are allowing users to unsubscribe.
How not to do it:
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Mixx.com gives users tons of options after clicking on the "opt-out" link. Many users could think that this is done on purpose, to confuse them and to finally give up the unsubscription. Notice that all the boxes are unchecked when it is supposed that at least one should be checked:
Nokia Germany requires a password to unsubscribe. What password is it? My email password? Maybe the Nokia website password? Do users remember that? This is a really bad technique to try avoid users to unsubscribe.
What happens to websites that make it difficult to unsubscribe?
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How to make a nice newsletter opt-out procedure
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Unsubscribing to the emusic newsletter is pretty easy. It has a little bit of "bla-bla" at the beginning but most users will ignore that. Then it directly goes to the point asking if they really want to opt-out. Important note: it is recommended not to make the opt-out too easy. Some websites include a link in the newsletter to directly unsubscribe. This is dangerous as users could click on them by mistake, if this happens they will have to lose time to subscribe again. I would recommend to make the question "do you really want to unsubscribe?"
Lufthansa’s approach is great. Users have to click on the check box and then on "Cancel now". Easy solution with the proper wording.
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