Getting your unsubscribe page right
It is the page you least want used, and yet it deserves attention. A bad one turns an unsubscribe into a spam report.
One click
No login, no password, no form. Every extra hurdle pushes people to click "report spam" instead, which costs you far more.
Confirm immediately
A page that clearly says it is done. Uncertainty makes people come back and click a second time.
Offer an alternative
Receiving less often, or only certain topics. Some people choose that instead of leaving entirely.
Do not guilt-trip
No sad image, no "are you really sure". It irritates, and it is the last impression you leave.
Process it fast
The unsubscribe must take effect immediately. One more message sent afterwards is exactly what triggers a complaint.
