Your Web site's unsubscribe page probably is like most others: a one-shot transactional page where the subscriber goes to opt out. But, subscribers can have several reasons for wanting to opt out, and a one-shot page doesn't recognize those alternatives.

Treat your unsubscribe page like a landing page instead. Give subscribers options to manage their subscriptions, and market your other email programs that might better meet their interests.

Design is key to this page. Keep text to a minimum, remove unnecessary navigation, headers, etc. and use graphics and buttons so that visitors can comprehend their options by browsing, rather than having to read a bunch of copy.

A useful subscription-management page could have these features:

1. A statement recognizing the subscriber's wish to leave the list but also asking them to consider other options, such as less frequent mailings, or other emails/newsletters, blogs, podcasts, etc. that your company may offer.

2. An address-update form. This saves subscribers from having to opt out of an old address and opt in again with the new one (this may be a reason some people are unsubscribing as they can’t find your update profile page).

3. A brief description of your company’s other email programs (if you have any) and a link to a more detailed explanation and opt-in page (preferably a consolidated preferences page listing all of your email newsletters).

4. Links to other resources on your site the visitor might find useful. Yes, they may be opting out of your email, but they still might find that white paper or special offer of value.

5. A quick exit survey (text box or clickable options) that asks for the reason for leaving and any suggestions for improvement. Keep it to two questions maximum. Preferably, have the survey form on the unsubscribe page so they don’t have to leave, as once they do it is unlikely they’ll go elsewhere to complete a survey.

6. Directions on how to halt the unsubscribe if the user clicked to the page in error.

If you rethink the unsubscribe process and make it more trustworthy you can retain more subscribers, reduce unsubscribe failures and complaints, and gather information that can improve your email marketing program.

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