A Parting Shot: What to Say to Unsubscribers
EMS Inc., used Constant Contact—as do many other small companies—and I like how well thought out the process is from this vendor. First, they provided me a clue as to which email address I've used, without actually displaying it, and then ask me to confirm. The instructions were clear, and the process provided just a little security in case someone else would try to unsubscribe me (see the sixth image in the media player).
The second step of the process was to present me with a confirmation that included an opportunity to type a reason for unsubscribing. I would have preferred a drop-down list or checkboxes at this point, because I am admittedly lazy. I was on a mission to unsubscribe, and their requirement for me to write an essay is just too burdensome. If they had made this step easier, I would have provided a reason. I don't know the abandonment rate to be expected at this point, but whatever it is, I'm certain it's higher than if they had given me options from which to choose (see the seventh image in the media player).
The final step of Constant Contact's approach is a nice touch: the ability to change my mind and resubscribe. Also, in case my reason for unsubscribing is that I had signed up with a less-preferred contact address, a reminder of what that was (see the eighth image in the media player).
Google+ had a similar approach, but with both Constant Contact and Google, I was bothered by the lack of corporate branding within the dialogue, or enticements to stick around. Google+ did provide information about which list I was leaving and a link to manage, rather than leave altogether (see the tenth image in the media player).
The confirmation screen looked so much like the unsubscribe page that I wasn't sure it was successful—if it weren't for the word success in tiny print, I wouldn't have known it hadn't gone through (see the eleventh image in the media player).
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Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.