Inbox Pros Blog   »   Guide to Determining If You’re Using Your Unsubscribe Page Correctly

December 20, 2016 // 4:30pm

Guide to Determining If You’re Using Your Unsubscribe Page Correctly

Written by Zack Aab // Edited by Brittany McCusker

Guide to Determining If You're Using Your Unsubscribe Page Correctly


A good unsubscribe page makes it easy to unsubscribe and hard to want to.

Things to know

  • An unsubscribe page is a landing page

We know you don’t want people to unsubscribe from your brand. That’s why you may have thought it’d be clever to make it a maze for your users to unsubscribe. A lot of people think this tactic will make the other person impatient and forget about it, but they don’t. Your average user is going to get irritated and click spam because the button is easy to find.

Why is this bad? If the ratio of spam complaints to clicks gets too high, ISPs will filter your messages to the spam folder and may even block you.  Your complaint rate should always stay below .03% with a target rate of below .01%.

The goal isn’t to keep as many subscribers as possible. It’s to turn subscribers into conversions.  If someone wants to unsubscribe, they aren’t going to convert, so it’s best to just let them go.

What happens? If you make it difficult for a user to unsubscribe, they’ll flag your email as spam. Everyone knows where the spam button is.

Is there anything else I can do to keep them? Of course! An unsubscribe page is a landing page. Therefore, It’s another opportunity to spark the interest that led to the subscription in the first place. This page is where marketers can shine with creative opt-ins and valuable incentives.

Also, it’s a perfect opportunity to find out what your subscriber actually cares about!  You can provide options and different pitches: maybe the mail was just too frequent, or maybe they were hoping for different content than you were sending? Another tactic you could use is offering feedback forms next to the unsubscribe button. This is an opportunity to learn what needs improvement. You can test different re-opt-in content on the unsubscribe page as well. If an offering or incentive is enough to change the mind of an abandoning user, you know you’ve got something good!

Different Options For an Unsubscribe Page

Here are some companies that used unsubscribe pages to their advantage played this video on their unsubscribe page.

They sent more than 70,000 emails, 740 users viewed the video and only 100 actually decided to unsubscribe after all.  That means 85% of people who initially wanted to unsubscribe were retained at the unsubscribe page.


Groupon played this video on their unsubscribe page.

The video shows Groupon’s good intentions as well as  the company and their offerings to reinforce their message of select deals.

Your unsubscribe process should be simple and take effect immediately. It’s better to lose a subscriber than gain a spam complaint. Also, remember that an unsubscribe page is a landing page. Therefore, it’s an opportunity for subscribers to change the frequency of the mail, change the content sent, and offer feedback. It’s also an opportunity for marketers to test different re-opt in content, get feedback, and offer new CTAs (Calls-To-Action). When designing the landing page, keep in mind that subscribers won’t remember your facts and figures as well as how you made them feel.

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