The unsubscribing process is your last chance to charm. Here’s how not to screw up.

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I have been unsubscribing from newsletters from many brands recently. To my surprise and disappointment, the unsubscribe experience from a lot of them was very appalling.

To start with, in some newsletters, the unsubscribe button was totally invisible.

I’ve stared at the screen for five minutes and scrolled up and down, trying to find the word ‘unsubscribe’ out of the terms & policy statement (which is usually composed of ten thousand words). Failed.

Then there were others where they allowed me to spot the unsubscribe button, but when I clicked on it — ‘Page not found’. I restarted my VPN and tried using another browser, hoping that it was my problem. Failed again.

Having people unsubscribe from you is not the end of the world.

Lastly, and the most nasty scenario: I was finally directed to a valid page, but it asked me to sign in to unsubscribe! Really? Do you really think I care enough about your website to remember my username and password?

As a marketer myself with perseverant personality, in this case, I would try everything I could to retrieve my login (even making 50 guesses to all the security questions) and unsubscribe myself. I would also mark this company as unprofessional, sneaky and doesn’t care at all about user experience.

For companies, having people unsubscribe from you is not the end of the world.

A mother of a 10-year-old doesn’t need trolleys any more, so she unsubscribes; a married woman doesn’t need more wedding dresses, so she unsubscribes.

It is natural that one’s lifecycle as a customer ends, and your products are no longer relevant. In such cases, appreciate their stay, tell them that they are welcomed back anytime, and wave them goodbye. This is your last chance to charm, and leave a positive last impression.

So how exactly should you design your unsubscribe process?

1. Make unsubscribing possible.

Before we start talking about anything, at least make the option of unsubscribing possible.

Bear in mind that in China and in many other countries, it is against the law to exclude the unsubscribe button in your newsletter.

2. Make unsubscribe buttons visible.

3. Allow preference updates, but separate it from unsubscribe.

4. Don’t make readers log in to unsubscribe.

5. Ask for reasons.

6. Promote other ways to stay connected.

7. Don’t forget the personal touch.

8. Confirm and leave room for regret.

9. Take immediate action.