Create a personalized unsubscribe message style

Recently this time to find information to register a number of Web sites, the site is very enthusiastic to send me an e-mail, a long time, every day to see so many emails on the headache, so began to unsubscribe, in the process of withdrawal to find a lot of unsubscribe design forms, but also very interesting, simple to share, walk up.

Unsubscribe from the bad mood of the mail

Why do users opt to unsubscribe? The mail is not attractive enough, the message frequency is too high to cause the user, did not tell the user has subscribed to send the user to the mail, the message does not have the value content to be too many, the mail disturbs the user? In short, there is always a place to make users unhappy, and now decided to "break up" with the mail, and then we take this sentiment, Look at these unsubscribe pages.

Direct unsubscribe vs. collection reason

Domestic websites generally like in the unsubscribe when the "collection of Reasons" (Jingdong, Ctrip, where to go, etc.), foreign sites generally directly click to confirm the finished very simple. "Collect the reason for the withdrawal" of such a form I believe that everyone is not unfamiliar, is a customary way, for example: When the electricity dealer cancels the order will appear to ask why, software uninstall also often appear to ask how. Think in a good direction, collect is to be able to improve to do better, to the opposite direction, want to break up also need to find a reason, trouble. and "Direct unsubscribe" for the present with the "breakup" of the users of the mood is the best way, very simple direct. In fact, these 2 ways are not high or low, which contains the type of product and the overall thinking, but also to a certain extent reflects the concept and cultural differences.

Collect Reason-Ctrip

Direct Unsubscribe Confirmation-evernote

In good faith to retain users

Some emails give me a very deep impression, will be because of his stay and do not consider the unsubscribe at the same time to promote goodwill, such as: Flipboard in the Unsubscribe page wrote "For your departure, we really feel very sorry"; the new Egg's unsubscribe page says, "Are you really leaving?", "What did I do that wasn't good enough?", " Do not good I can change ah, "Please give me one more chance!" with the innocent expression of 4 pairs of children.

Feel the page is endowed with personality, and the user's "sincere" dialogue, not cold communication but with human touch, this is very effective emotional communication, so that users forget to unsubscribe is not impossible.

In designing for emotion, author Aarron Walter linked the emotional design to Maslow's hierarchy of human needs theory. Just as human physiology, safety, love and belonging, self-esteem and self-realization of these five levels of demand, product quality can also be divided into functional, dependence, availability and pleasure of these four from the low to high level, and emotional design is at the top of the "pleasure" level.

From the personality of the product-affective design elements and practice cases

Flipboard's Retention copy

Newegg's sincere retention

Choose to do right or wrong not to do the choice question

Most Web site processing unsubscribe Mail page, will be in the unsubscribe page to users to choose the need not to unsubscribe from the entire site of other mail, previously shared the Evernote of the page is the unsubscribe. This Facebook processing is very special, I try to unsubscribe from the "Birthday Reminder mail" and "Friend Request Mail", from their own separate mail into the unsubscribe page in addition to confirm that there is no other option, if you want to continue to unsubscribe from other content, you can click on the page "Manage Notification Setting "link to enter.

Such a process is very clever, the user has comments on the current message to unsubscribe from the current, the rest of the active display, but there is a way to enlarge the current most important. This way is to deal with a right and wrong, not a multiple-choice question. In the mail to provoke the user is very easy to vent to the site, choose to unsubscribe from the site all the possibility of mail is very high.

　　Facebook's Unsubscribe page

2 kinds of process to deal with the withdrawal, on the "Choice question", under "right and wrong"

　　Unsubscribe style

Said 3 kinds of stlye, must also have more gorgeous to retain the unsubscribe Stlye, but retain after all is to retain, no matter how strong all face is a heart want to and you "break up" users, so consider a more gorgeous unsubscribe stlye at the same time should think about how not to let users put forward "break up"