Most brands, if not all, utilize emailing to connect with their customers. In fact, 78% of marketers saw an increase in email engagement over the last 12 months. This goes to show that email marketing is far from being an obsolete form of business communications.
However, what happens if a user decides to unsubscribe to your emailing list? While this may seem like a bummer at first glance, it’s going to happen. They might be unsubscribing for the following reasons:
- They’ve subscribed to another brand.
- They don’t want to receive anymore emails from your brand.
- They want to change how many emails that they get from your brand, and so on…
When the user decides to unsubscribe, they should be taken to the email subscribe page. Now, when they get here, the page has to be comfortable for them to navigate, as well as convenient and easy to use. That’s user experience (UX) design in a nutshell.
With that said, is your email unsubscribe page good on UX design?
If not, then now is the time to update your page. Here are 6 solutions on how to improve the UX design in your email subscribe page:
- Give Users An Easy Way Out
First, a user has a right to unsubscribe if they’d like. Therefore, give them an easy way out. In other words, don’t ever do the following to the user:
- Make the unsubscribe process difficult.
- Have the user login to unsubscribe.
- Intentionally hide the unsubscribe button or link, etc.
That’s why it’s important to:
- Make links to your email subscribe page linkable – no login or code required.
- Make the “unsubscribe” button visible to users. AND,
- Make the unsubscribe process easy for the user.
2. Don’t Forget About Brand Identity
Next, let’s not forget about your brand. On your email subscribe page, you need to make your identity known, in terms of your brand. Otherwise, a user’s departure will feel emotionless and not impactful.
Now, you can’t force the brand down a user’s throat either. Otherwise, you’ll overwhelm the user and, quite possibly, make them feel uncomfortable or guilty about unsubscribing.
Therefore, ensure that the design of your email unsubscribe page has a healthy dose of branding. At the end of the day, you’re:
- Offering a personalized user experience
- Thanking the user for the time that you’ve had with them, AND
- Showing that you care
3. Introduce Other Ways For Users To Interact With Brand
Nowadays, there are many ways for people to connect with businesses, and vice versa. In other words, don’t just have users follow you via email. Instead, offer them other avenues like social media, even if they decide to unsubscribe to your emails. Consider social media platforms like:
- LinkedIn, etc.
Depending on your brand, you’ll need to know which social media sites are appropriate for your business.
In this way, showing other opportunities for users to say connected shows how you care, and that you’re willing to be open about their decision to move on. In fact, it’s reported that 86% of social media users will follow brands on social media. So, who knows? You might have a consumer switch from receiving emails to receiving notifications on their social media.
4. Give Users A Chance To Change Their Subscription Settings
Users also have the right to change their subscription settings whenever and however they wish. That’s why it’s important to allow for changes to be made at their discretion.
On your email subscribe page, be sure to add options on how they can change their subscription settings. Have choices like:
- Choosing what kinds of emails that they prefer to receive
- Choosing which emails to mute or turn off
- Unsubscribing altogether
By giving them options for setting up their subscriptions, users have the freedom to choose whether to stay subscribed or unsubscribe.
5. Encourage Feedback, But Be Gentle
Now, while asking for feedback might help you improve your brand, you can’t force people to offer their two cents. In fact, feedback is earned, not required from users. Therefore, do NOT require feedback from the user on why they’re unsubscribing, especially if they’re already frustrated with your brand. If they don’t offer feedback, then it’s best to let them go – it’s only fair.
The only way you might learn about users’ feedback is from other places like review sites and social media postings. The point is, users have the right to either leave feedback or withhold any information regarding their experience with your brand.
6. Send A Confirmation Message
Finally, it’s important to acknowledge when a user has unsubscribed to your emails. When that happens, be sure to send that user a confirmation message that shows you acknowledge their decision to unsubscribe.
In your confirmation message, be friendly in your delivery. It should also be short and sweet; don’t prolong it, or make the user feel bad for unsubscribing.
Plus, be sure to add a “re-subscribe” button. Remember: The button is for the user’s convenience only. Bottom line: Never force a user to stay.
So, there you have it!
While losing subscribers to your brand can be a bummer, it’s part of running a business. Users come and go all the time.
So, the next time users leave, think about your email subscribe page. Remember to keep the following objectives in mind:
- Make the unsubscribing process easy for users in more ways than one.
- Be consistent with your brand identity.
- Offer other ways people can interact with your brand, instead of email.
- Consider having options on how they want to set up their subscriptions.
- Let users leave feedback on their own terms. AND,
- Send them on their way with a good and polite confirmation message.
Finally, it’s important to remember that for some users, it’s not a “goodbye,” but rather than a “see you later.” Again, this is a normal part of running a business. So, don’t feel discouraged when losing someone to another brand, or for some other reason. Instead, focus on the users that continue to stay with, and also work towards gaining new users.
By following this essential guide, you’ll know how to make the UX design of your email subscribe page easy to navigate, and your users will thank you for it.
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