An unsubscribe button is your subscribers’ “way out” of your newsletters.
You certainly did not wish for things to get to that, but sometimes they do.
I like to do some soul-searching every time I send a newsletter and get a few unsubscribes.
Like, where did I go wrong, Jonathan? What was wrong with my newsletter, Delila?
(In the unlikely event that i) a Jonathan and a Delila ii) actually unsubscribed from our mailing list iii) following a newsletter of mine, please know that these are just a couple of my favorite names! I mean, can you ever be too careful with GDPR matters?)
So, I came up with 20+ unsubscribe button ideas for you! Here’s how to drop this much-dreaded click-through rate!
Some quick unsubscribe button stats
Your relationship with your subscribers should get better over time. So, seeing your open rates drop and then your mailing lists shrink is alarming.
Did you know that losing disengaged subscribers is one of the primary three reasons why email lists decay 22.5% on average per year? Besides unqualified leads, other reasons that made it to the top 3 are the change of email address and change of company.
What causes subscribers to click that unsubscribe button, though?
Overall, the reasons could be internal or external to the subscriber.
With regard to external reasons, some might unsubscribe because they no longer belong to the specific segment you serve.
For example, if you are a company selling diapers, your B2C customers have a marked lifecycle of a few years. As soon as subscribers no longer identify with your offering, they unsubscribe. That is fair. But, at the same time, this could be an internal reason because you diversified your content/offering/service in a way that is no longer relevant to some of your subscribers.
This article is intended for unsubscribe buttons that will make your subscribers think twice before they click the you-know-which button. To grab the content upgrade, click here.
Otherwise, before we get to that, let us explore the most common reasons why users might unsubscribe. Going through our records, we came across the following:
Most Common Reasons for Users to Unsubscribe
Content no longer relevant
Like we said earlier, it’s not your fault if your subscribers no longer belong to the segment you serve. Depending on the industry you are in, maybe this is a sign you should consider extending your brand, your product or diversifying your portfolio.
By doing so, you could leverage your existing subscribers to lead them further down the funnel. In the aforementioned example of a company selling diapers, you could be expanding into onesies or children’s clothes, children’s toys, children’s books, and so on.
This is where it becomes your responsibility to re-segment your existing subscribers so that all your hard work does not go to waste.
In the event that you lost subscribers to your changing your content, then:
i) chances are you had seen this coming,
ii) you can’t be all things to all people. You certainly did your research before deciding to proceed with this idea, so just accept that it is inevitable. On a brighter note, the change in content will bring forward more of the right people for your business and the new place it aspires to be.
The safer way to go about a change in content is to A/B test different email bodies over a mailing list and see which one performs better.
Keep a progress chart of all these A/B tests, and once you have enough evidence that this will be a successful transition, move forward.
Users get too many emails
If you are an everyday fashion brand or run a concept store online, then it will be no surprise to anyone if you send 2 to 3 newsletters per week.
On the other hand, if you are a B2B company and shoot out 2-3 newsletters every week, it is likely that your subscribers will not churn.
How do you discover the optimal sending frequency? It’s called trial and error. Record how your audience responds to more or fewer emails. Revisit your practices.
Oops! Users accidentally unsubscribed
We didn’t expect to be saying this, but did you know people unsubscribe from newsletters …accidentally?
Us neither! So we took to our Support team, and they mentioned it as a top reason.
We also ran a poll across our clients and it wasn’t before long that marketers stated this as a common reason for decaying lists.
In case you are wondering whether this could be happening to your list as well, there is a way to find out. Make sure the “Unsubscribe” button is far from the “Update my email preferences” button!
Newsletter frequency not consistent enough to invest
Are there spikes in your newsletter frequency? Some companies don’t have a strict newsletter schedule to follow. For example, it could be 3 newsletters in a week, and then nothing for about a month.
However, such practices damage your email deliverability. At the same time, they “upset” your communication with your audience.
It is wise to keep your subscribers regularly updated about new products/services/updates. Essentially, this helps keep your brand top of mind and maintain authority in the minds of consumers.
Users registered to grab free content
A very effective list building strategy is for companies to offer premium content to those who enter their email addresses to get it.
As a result, it makes sense for some to unsubscribe after they got what they came in for. That’s why you need a really sweet onboarding sequence! You’ll make those newcomers stick for long, not just stick around for the free stuff!
Unsubscribe button ideas by major companies
Ever wonder whether adding a little personality to your Unsubscribe button would make a difference?
Kate Spade New York is an American fashion design house, also famous for their fresh email marketing content and copy. For their Unsubscribe button, they added this to the footer of their newsletter design:
Another Unsubscribe button we really like is that by Paperchase, a popular stationery brand based in the UK. Here’s what the Unsubscribe button of the sassy brand emails looks like:
Now that you are all worked up over fun and cute Unsubscribe button ideas that stand out, you can start working on your own.
We thought we should give you a helping hand with the Unsubscribe button copy. So, here’s 20 copy ideas for your Unsubscribe button!
More ways to make Unsubscribe pretty…unattractive
- One way to go about it is to give users the opportunity to update their email preferences. Replace “Unsubscribe” where it normally appears in your newsletters. In its place put “Manage my newsletter subscription”, and move the Unsubscribe button to the side.
- Add a snooze notifications button. You could introduce your subscribers to the snooze button once their engagement starts dropping (Moosend has an automation for that, too). Users will receive a re-engagement email and get a direct link to get back on track.
- Record a “Don’t leave us just yet” video with all members of your Digital/Email Marketing team, copywriters, etc. Write a song, maybe? Or, say, f you run an e-shop with many product categories, record a video with a custom message from the respective department and team members.
- This is your last chance to remind users that you are fun. Once your subscribers hit the Unsubscribe button they could be redirected to a funny landing page. Maybe that video on YouTube from last year’s office party on Christmas Eve would be a good reminder. Go crazy! On that page, make sure there appears a “Wanna be friends again?” message. You never know when it hits them!
- Have a laugh about it. Humor might prove to be a better way to face awkward situations. And, according to research, humour seems to elicit more and better responses when it is unexpected. How about the unsubscribe page? Throw out there a few of your best jokes. Or dad jokes. For example, craft funny testimonials. These could be by users who stuck around after all, for example: “Everyone from the team will go to amazing lengths to keep me …from unsubscribing. For instance, the other day I got a list of puns that their Copywriting team prepared with my name. I think that’s sweet. — Dolly, Acme.com”.
- Stay on point. Your unsubscribe process should be one click long. Anything more than that and you subscribers have one more reason to walk away from you.
- Show you care. Remind your subscribers what they will be missing out on. Highlight the benefits of your service, the early access to offers, etc.
- Stay in touch. Direct users to your brand’s Facebook page, Pinterest account, or suggest other ways they could keep in touch. This way, they will still be informed about what you are up to.
Wrapping it up
What are your proactive/reactive strategies to make the Unsubscribe button unattractive? Share them with us in the comments section below!