Unsubscribe Notification Microcopy

Over at UX Booth, author Katharine Bierce recently wrote about email notification design strategies. One issue she identified in far too many emails is the “unsubscribe” link, and the variety of ways companies utilize it. Often, that unsubscribe link takes users anywhere but an unsubscribe page:

“When I clicked on the “unsubscribe” option at the bottom of an email, it took me to a login page, not an “unsubscribe” page. […] How frustrating. As a result, YipIt provided me a poor, inconsistent, confusing interaction. Unsubscribe buttons should never yield a dead end.”


Katharine’s article gave me pause. What, I wondered, are the unsubscribe experiences of the companies littering my inbox? A handful of “unsubscribe” links and a much cleaner inbox later, here is what I found:

About.me:

About.me immediately brought me to a confirmation page.
About.me brought me immediately to a confirmation page.

B.A. Event

B.A. Events gave me a moment to rethink my decision.
B.A. Events took me to a page where I could rethink my decision, or make a more specific choice.

Meetup.com

Meetup.com brought me to a detailed page of choices - overwhelming!
Meetup.com brought me to a detailed page of choices – overwhelming!

US Airways

US Airways
US Airways went with a basic confirmation page – but since I was only unsubscribing from one type of email, still I received their other emails…

Speakeasy

Much like US Airways, Speakeasy only unsubscribed me from a specific type of email. But unlike US Airways, Speakeasy let me see and control my other email options at the same time.

Chase

Chase gave me a chance to rethink my decision.
Chase gave me a chance to rethink my decision.

Creative Circle

Although Creative Circle asked me to provide more information, they didn't give me a space to do so.
Although Creative Circle asked me to provide more information, they forgot to give me a way to do so.

MIT Enterprise Forum

MIT asked me to verify my email address - a clever way to both stall me, and ensure I didn't accidentally unsubscribe.
MIT asked me to verify my email address – a clever way to both stall me, and ensure I didn’t accidentally unsubscribe.

Intrepid

 

Intrepid not only unsubscribed me instantly, but thanked me for doing so!
Intrepid not only unsubscribed me instantly, but thanked me for doing so!

Snapfish

Snapfish's Unsubscribe notification
Snapfish’s Unsubscribe notification

My personal favorite is Snapfish. On the right they apologize, which is such a nice thing to do that I immediately like them more than I did five minutes ago. Then, on the left, they throw in just a tiny bit of guilt – they’ll miss me!

Yeah, I re-subscribed. Snapfish: 1. Unsubscribe: 0.

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