I was subscribed to a fairly complex step campaign from a company with a compelling offer. The emails were plain text but had great long copy. Each time I took an action on their site, I got different content based on my activity (or inactivity). Today I received a well-written email but I decided to forgo the offer and unsubscribe from the emails.
Here's how they said goodbye:
Ouch! This is the message behind this, “you stopped playing so we're on to the next sucker… see ya!”
Only without the “see ya!”.
Three Components For Your Unsubscribe Landing Page:
- Role-Based Subscriptions – Offer topic-based unsubscribes instead of a master unsubscribe. It may be as simple as, “You've been unsubscribed from this email campaign, here are some other topics you might be interested in:” with an offer to opt-in to others. You may even try to tie an incentive to it.
- Reasons for Unsubscribing – Ask Why! Why did they unsubscribe? Was it too many emails? Not enough? Not interested? No email campaign is perfect, how come you're not asking how you can do better? Thank them for participating and apologize if they select a reason that says, “you suck!”.
- Additional Offers – Use all that page real estate for other offers! Don't throw a big white blank page at this person! They were there with interest and intent at one time or another (when they subscribed). Why not show off your latest products, services, whitepaper, etc.? What about social profiles to follow?
When I worked for ExactTarget, I implemented this generic example system-wide (and marketing did the copy and design). The page has a thanks, a blurb about ExactTarget, a Personalized Demo link, as well as links to the rest of their site!
Sometimes the sale starts when the customer or prospect is walking out the door. You have an opportunity to make a lasting impression, don't miss it with a blank page!