From the welcome emails to the relationship-building emails to the “Sorry to see you go” messages, a good email marketing strategy will have taken into account the complete customer journey.
On this path, sending an unsubscribe email certainly isn’t one of the most anticipated points, but it’s still something that needs to be done for the sake of the overall progress. Moreover, if you get them done correctly, these messages can serve to your advantage. In this post, we will break down the definition of unsubscribe emails, discuss their significance, and provide successful unsubscribe email examples.
What Is an Unsubscribe Message?
Let’s start by defining what an unsubscribe email is. Some users will eventually want to stop receiving your emails, of course. Don’t be upset about this. Perhaps they’ve relocated, their hobbies have evolved, or they’re simply tired of clearing out emails before they wake up every morning.
Unsubscribe emails are messages that you send to inactive subscribers who haven’t responded to your winback campaigns. This type of email is the last resort, giving recipients the option to either react and remain on the list or be removed from it. The primary goal is to reduce unsubscribe rates and adhere to best practices in list hygiene. These are among the most difficult issues that professional email marketers must handle.
The steps a user must take to unsubscribe from your emails are referred to as the unsubscribe journey. This typically entails selecting “unsubscribe” from a message, which will take you to a homepage where you can get more detailed information, and then to an email or final confirmation page.
Why Send Unsubscribe Emails
It’s crucial to provide a simple and obvious method for people to unsubscribe from your email list. If someone decides to unsubscribe, they should be able to do so; therefore, the unsubscribe link should be prominent and not hidden.
Removing consumers who aren’t interested in your email marketing is advantageous for you as a business owner, regardless of the reasons for their unsubscription. Instead of unqualified leads hurting your open and click-through rates, this will help ensure that you have a healthy pool of interested potential clients.
It can assist in simplifying and streamlining the procedure for users and preventing complaints. Additionally, it can guarantee a database of more active audience members. Besides, it can even present a chance to regain clients.
- Regulation Adherence
Companies are required by laws such as the CAN-SPAM Act and GDPR to give customers a simple mechanism to unsubscribe. You risk serious fines and reputational harm if you don’t comply.
- Building and Maintaining Brand Trust
By providing consumers with an easy means to opt out, you demonstrate that you respect their choices, even if they are discontinuing your messages.
- Protecting Email Deliverability
Your deliverability rates are impacted when receivers find it difficult to opt out, increasing the likelihood that they will flag your emails as spam. According to studies, 49% of consumers will file a spam complaint if they are unable to unsubscribe from an email. Your emails may be blocked completely or sent to spam folders by email providers like Gmail and Outlook as a result, which will keep your communications from getting to their intended recipients.
- Relationship Retention
Well-crafted opt-out emails may include substitute choices, such as reducing email frequency or adjusting preferences, which can persuade recipients to continue communicating.
- Getting Insightful Feedback
Users may be asked to explain their reasons for departing in opt-out emails. You may use this information to improve your email strategy and produce more audience-resonant content.
Unsubscribe Email Message Best Practices and Examples
Provide Incentives
Offering a discount or other incentive to people who decide to unsubscribe is crucial. While acknowledging their desire to unsubscribe, this strategy also demonstrates the benefits of maintaining a relationship with the company.
Example:
The design has two buttons adjacent to one another. The real meaning of the query “What’s with the cold shoulder?” is “Why are you inactive?” Here, “I need space” stands in for the unsubscribe option, and “I miss you too” takes the place of “Keep me subscribed.”
Offer to Change Preferences
Offering customers the choice to get fewer, more pertinent emails is an additional strategy. They have power with this option, which also demonstrates that the brand values their preferences.
Show Alternatives to Unsubscribing
An unsubscribe email that offers alternatives can assist keep subscribers who might not want to stop receiving it altogether. Options like receiving fewer emails, altering content choices, or temporarily halting communications are all things you can provide. This gives your brand another option to stay in touch while also demonstrating regard for the subscriber’s needs.
Send Unsubscribe Confirmation Message
An unsubscribe confirmation message lets users know that their request was handled correctly. Additionally, it offers a last chance to thank them for their time and extend an invitation to return if their preferences alter.
Opt for a Subscribe Email Instead
Users who may have unsubscribed by mistake can be gently reminded to do so by including a re-subscribe option in an unsubscribe email. You can point out the benefits they’ll lose out on, such as special deals or updates, and give them the chance to rejoin with just one click. This method honors their initial decision while keeping the door open.
Send a Text-Based Unsubscribe Email
One of the best unsubscribe message practices is to send at least one simple text-based email with no more than one link. Although it is restricted to text-based information, it can be a single link that directs customers to a particular offer, their preference page, or another location. Sending it under your name—as the founder, CEO, manager, etc.—is another powerful tactic that we emphasize. The message will become more authentic and tailored as a result.
More Top Unsubscribe Email Examples
JetBlue
JetBlue’s unsubscribe email template includes social media buttons, an unsubscribe button, and new preference forms to adapt to the customer’s evolving interests. This unsubscribe email sample’s main feature is that it gives users easy access to change their email preferences.
Cuisinart
A well-known manufacturer of cookware and kitchen equipment, Cuisinart creates high-quality products that simplify baking and cooking. This brand’s unsubscribe email example blends clever email marketing techniques with an emotive approach. Requesting that customers adjust their choices is a smart retention tactic. In this instance, the firm even strengthens the perception by including amiable-looking pictures to entice customers to choose the personalization option. In keeping with Cuisinart’s area of work, the crying egg image used to symbolize the other variation, “Leave,” appropriately captures the sadness of separation.
Readymag
One of the better examples of an email opt-out is sent by Readymag. The very image of the hero implies denial, rejection, and the end of something. A captivating headline that informs the recipients that they haven’t opened any of their most recent newsletters comes next. The brand has since told the readers how they try to make their emails useful. They urged the receivers to remain subscribers and stated that they would unsubscribe them in a week. The subscriber is convinced not to unsubscribe by the actionable call to action.
Fly by Jing
Give your consumers the choice to unsubscribe from some email campaigns to show that you respect their interests, just like Fly by Jin does in the brand’s Father’s Day promotions. Customers are empowered to make their own decisions when opt-out is implemented with consideration and clarity. By doing this, you allow for more personalized communications and show that you are dedicated to providing a satisfying client experience.
Additionally, we advise making a special section for people who have chosen to opt out and not including them in any upcoming campaigns of this type. This guarantees that their choices will be honored for the upcoming year as well as for the present.
OpenTable
OpenTable uses a similar tactic in their Mother’s Day campaign, offering to put receiving this specific type of holiday promotion on pause instead of unsubscribing from the list altogether. They send a sensitive message addressing subscribers’ emotions and showing respect to their decision to opt out. This helps to strengthen the connection with clients and build a foundation for a long-lasting partnership.
Myles
Myles Apparel’s email is the last example of an opt-out email on our list. They have used the term “ghosting” to figuratively describe the subscriber’s inaction. Making them smile and encouraging them to continue subscribing is a smart approach. To draw in the receivers, they have reaffirmed their objective and USPs in the email footer. In order to increase their social media awareness, they have also given links to their Instagram and Strava accounts. All things considered, it is among the most effective email opt-out instances for obtaining click-throughs.
HULU
This brand perfected the art of sunset campaigns, making their unsubscribe message text and design with an emotional touch. The email notifies clients about their removal from the list due to long-term inactivity, but does it with the clear expression of sadness. This tactic aims to invoke emotions and remind the receivers of a great time spent together. We can also see a one-click subscription reactivation button sitting right under the main text. Convenient in case people want to return to the list, isn’t it?
Best Made
This brand sends a short but effective notification with an assumptive message that makes it stand out among other unsubscribe email examples. It sort of showcases confidence in the quality of their content to conclude that someone can press “Unsubscribe” only by mistake, and we like it. The alternative option to resubscribe is also right there, so it’s easy for recipients to get back on track.
AutoTrader
To reignite clients’ interest instead of removing them from the list, AutoTrader sends a meaningful email with several options for further action. This example aims to remind subscribers about all the valuable content and benefits they’ll receive if they stay subscribed. It also has a link to the preference center, allowing people to choose what they want to see and what content they prefer to avoid, without being out of the loop with this company.
How to Create an Unsubscribe Email Template: Our Recommendations
Keep in mind that your game is not finished just because someone unsubscribed. Try your hardest to convince them otherwise, or at the very least, make their departure unforgettable. Make an impression and demonstrate why it is essential that they receive emails from you. Here are some more practical tips from Flowium’s marketing professionals on how to implement this strategy successfully.
- Don’t complicate things. Making the unsubscribe process as easy as possible for your audience is your goal. Make sure there are as few clicks required as feasible, and always place the unsubscribe option at the bottom of emails.
- Notify them of the status change in a clear subject line.
- Opt for branding and additional visuals that depict the scenario and brand.
- Write a copy that explains the change and its rationale.
- Add an extra CTA that frequently provides a less frequent cadence, or just the option to resubscribe.
- Find out why your audience is there. You can better customize your future emails by using a brief poll to learn why the receiver wishes to depart.
- Strengthen your brand. An unsubscribe email doesn’t need to be boring! To help strengthen the brand, write the messaging in the tone of your business and think about including comedy or playfulness.
- Make their emails unique. A brief preference survey can assist in customizing your communications to particular interests, frequency, or email kinds rather than allowing users to unsubscribe entirely.
- Add a link to the user’s email preferences so they can make more detailed changes.
- Provide bonus content, such as special invitations to re-join or requests for a response explaining why you wish to unsubscribe.
- Use the unsubscribe email as an opportunity to promote your special offers, like discounts or coupons.
Final Thoughts
Although unsubscribes might be expensive, they can also present a chance to win over new clients. A successful unsubscribe email should provide the subscriber with options and be simple to use. Brands may turn unsubscribers into devoted consumers by providing incentives and recognizing their wish to stop receiving updates. If you’re still unsure how to handle this type of email correctly, let Flowium’s professional team do it for you. Contact us now to start working on improving your unsubscribe rates and email marketing strategy in general.
FAQ
- What is an unsubscribe disclaimer in an email?
A brief notice in marketing emails that advises readers of their ability to unsubscribe from future communications is known as an unsubscribe disclaimer. It helps guarantee adherence to privacy regulations such as CAN-SPAM and GDPR, and frequently has an unsubscribe link.
- How to lower the rate of email unsubscribes?
Sending pertinent, valuable material that is suited to the interests and preferences of your audience will lower your unsubscribe rate. To keep users interested without bothering them, let them control the frequency and preferences of their emails.
- How many emails are unsubscribed from on average?
About 0.1% of emails are unsubscribed from on average, which means that one recipient out of every thousand usually does so.
