A newsletter unsubscription is virtually the opposite of conversion and therefore somewhat annoying. But with a little luck, yesterday’s subscriber is tomorrow’s lucrative customer…
According to DSGVO, newsletter recipients may cancel their subscription at any time. And reliably and without unnecessary hurdles. Senders don’t always take this very seriously. How do you deal with unsubscribes?
Different options for an unsubscribe process
- One-click unsubscribe: The subscriber-only needs to click a single hyperlink within the email and is immediately unsubscribed. Advantage: convenience; disadvantage: risk of accidental unsubscribes.
- Two-click unsubscribe: Same as #1, but the subscriber must additionally confirm their unsubscribe on the landing page or in another email. Advantage: Reliability; Disadvantage: Possibly misleading.
- Unsubscribe by form: The subscriber must fill out a form with their email address. Advantage: Access to form (on provider’s website) available at any time; Disadvantage: Not very convenient; Accidental unsubscription
- Unsubscribe by form with confirmation: Same as #3, but the subscriber must additionally confirm his unsubscription on the landing page or an email. Advantage: reliable; Disadvantage: cumbersome.
- Unsubscribe by email: Subscriber requests unsubscribe via email to the sender. Advantage: none; Disadvantage: Unreliable, inconvenient.
Reasons for newsletter unsubscribes
We are confronted with thousands of advertising messages every day. No wonder a newsletter recipient reacts by unsubscribing. Often completely unthinkingly and on impulse.