Digital Marketing User Experience Design

Improving Newsletter Unsubscribe Landing Page

It is sad when companies spend thousands building landing pages and engaging in other activities that grow their subscriber lists, and yet they don’t pay attention to unsubscribe landing pages, which people see when they unsubscribe the newsletters.

It’s natural to see people leaving and unsubscribing the newsletters. But even when they hit that “Unsubscribe” button – the battle for their attention is still not lost. You worked so hard building that list, and now you will let everyone unsubscribe without giving them options or reminding why they subscribed to your list in the first place?

Why people unsubscribe?

There might be a lot of reasons why people unsubscribe. Your newsletter content might not be the reason why they unsubscribe either. For example someone might be so furious because of getting 50 promotional emails daily, that they would go through each email and hit unsubscribe button without giving a thought what they will be missing later. Doesn’t matter what the journey to hitting the “Unsubscribe”  button is – they still click it in the end.


What people see when they unsubscribe newsletter?

Do you know what people see in the landing page, when they hit the “Unsubscribe” button in your email? The chances are that you never tested this. Send the newsletter to yourself and see yourself. The reason I ask, is that very often, when people unsubscribe from newsletter they see this:

[mk_image src=”×166.png” image_width=”400″ image_height=”175″ crop=”true” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”left” margin_bottom=”10″]

This is very bad. Those who have similar landing pages lost the battle without the fight and nobody will care about how hard you worked getting that person on board.


You can make newsletter unsubscribe landing page better

Financial Times did a better work trying to retain people in their mailing list. And this is something you should consider starting with in the first place. I tried to unsubscribe from Financial Times mailing list, and here is their unsubscribe landing page:

[mk_image src=”×152.png” image_width=”526″ image_height=”267″ crop=”true” lightbox=”false” frame_style=”simple” target=”_self” caption_location=”inside-image” align=”left” margin_bottom=”10″]

Even though this is not the best unsubscribe landing page, but at least it gives you different options and prevents you from confirming the unsubscribe action straight away. It gives you options and asks for another chance. It puts you in charge, and gives the responsibility to unsubscribe even though there are other options.

But they could do even better job.


Understanding your subscriber

Let’s get back to the roots of this topic by asking a simple question: “Why did people subscribe to your newsletter?”.
You have to know this. Doesn’t matter if you’re a digital product owner, blogger, news site owner. The reason is that people are in your list for a reason. Once you can get back from where you started, you will understand your subscriber motivations.


Treat your subscribers as people

Tell me that it’s not the reason why newsletter owners can’t stop people from leaving. Before letting your subscribers go – remind them, why they agreed to be sent the newsletter in the first place. If Financial Times newsletter unsubscribe landing page would remind their subscribers of the knowledge and valuable information they deliver – FT would definitely see less people leaving their newsletters.

Do your own thinking, but here is the list of things you can tell in your unsubscribe landing page to make people change their minds:

  • Remind them what benefits you deliver to their inbox? For example FT could say that they cover the most important news in financial industry and they are the No. 1 source of information in this industry.
  • Make them appreciate your hard work. Tell how many people are subscribed to this list, how many newsletters you sent so far and how many hours you spent building them over the years. Tell them that picking best information is hard.
  • Share the feedback which you got from people about the newsletters. Showcase any feedback which you’ve got about the newsletters from the users, how it helped them and kept them inspired throughout the years.
  • Give them options. Give your subscribers options to opt in for monthly emails instead of daily or weekly ones. Be flexible.
  • Award your subscribers for their loyalty. Maybe it’s about the time to give them something in return for their loyalty? It might be a free e-book, a discount for your product etc.


I hope that this post made you think about the newsletter unsubscribe landing pages as a place where you can reengage with people and make them see the value. Don’t forget, that we are all people.

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