Remember when mom got you dressed for your first day of school and told you that the first impression is the most important? It’s true and good advice. But nobody ever told you that last impression is just as if not MORE important. Our last impressions happen every time we shake hands to see your boss tomorrow, at the end of a big client meeting and the last time your customer just interacted with you. The last impression doesn’t have to be terminal. It’s not the last time you’ll interact with someone. It’s just the time right before they consider you against another competitor, decide they don’t need your service until a later date or go home to think about it. Email unsubscribes work kind of the same way. It’s doubtful that you’ll never hear from the customer on the other end of the line again, so don’t be lazy with the way you end the email conversation. In fact, there are a lot of examples of successful unsubscribe pages that can change their mind. You wouldn’t blow off a handshake with a client who doesn’t want to buy today because they just might decide to buy tomorrow. Treat your email unsubscribe the same way. Let’s begin:
Coming to terms with your shortcomings
Let’s be honest. A customer wants to unsubscribe with you because either:
A. your emails suck
B. your emails are too frequent
C. your emails aren’t connecting with them
Before you do anything to your unsubscribe page, consider all of the reasons why someone would want to break the bonds of newsletter matrimony. Is it you? Probably. Are you a little pushy and coming in too hot? Are you not listening to their needs and delivering better content? Are you always out at night and never coming home? Wait…got too deep in the analogy…sorry.
Email marriage counseling
The first step in setting up a better unsubscribe page is making sure that the reasons why your emails may be less than desireable (besides them sucking) can be fixed. Check out how Bonobos and J.Crew do it (I love their pants).
1. Give your customer multiple ways to reduce the frequency
2. Let them cater the type of content that they’re receiving. Oh, you’re not segmenting?
Make it look pretty
Imagine breaking up with Katy Perry or Ryan Gosling. You wouldn’t. Ever. I don’t care if they farted in their sleep and didn’t clean up after themselves. Slapping up a lazy unsubscribe page with misaligned headings, poor copy and a button that looks like Denny’s bacon isn’t helping your cause.
Ask for a second chance
Maybe there’s hope. You should at least try! Here you can get creative and really sell your brand. There are a ton of companies that have created funny and engaging videos that are asking for the same thing. Take me back.
Charity water’s is particularly interesting: https://vimeo.com/13921958
If it’s over, it’s over
The worst thing you can do when somebody is trying to close the door is keep sticking your foot in it. If they want to unsubscribe, let them do it quickly and easily. Don’t make them enter their email and don’t make them have to click “update their preferences” first. Put a nice shiny button right in the middle. You’ll build a tiny bit of trust in a relationship that might not be ending. It’s possible they just don’t want to hear from you so often.