Here’s why brands should avoid using one-click unsubscribe buttons

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 22, 2022, 5:06 PM GMT+0

This piece shares tips marketers can use to make unsubscribe pages work for them.

By avoiding the one-click unsubscribe button, companies can reduce the chances of accidental removals of subscribers from the list. Businesses should endeavour to create compelling unsubscribe pages that would help understand why the user is abandoning the brand.

Users can unsubscribe for many reasons, like changing email addresses or getting too many emails in a day. Businesses should try to get feedback on why users are unsubscribing. A simple survey with limited options on the email unsubscribe confirmation page would help companies collect valuable user feedback. But, businesses should also ensure users can easily unsubscribe if they want, even if they do not wish to share feedback.

Companies must note that users may still find the brand content engaging and valuable, even if they are no longer interested in being on the list. So, they should maintain a friendly and humorous tone to grab user attention and motivate them to take the desired action. Using a personal goodbye with brand fonts and colours along with a relatable GIF or image can help promote the brand identity and resonate with users long after they have left.

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