As a follow up from my previous post on optimizing the unsubscribe process, today let’s take a deeper look at the Unsubscribe landing page. Below, I have provided a review of five landing pages and I will be asking for your feedback via a one question survey about which option you believe is the most effective and clear. The question I’d like you to keep top of mind is: Which landing page provides the most clarity and ease to unsubscribe or change my preferences? In my next post, I will review the results and provide a roundup of key learnings for marketers.
Click Here to take the survey now
Option A: 
Pros:
- Great branding tie-in
- Provides the ability to select message format and demographic preferences
- If you’ve forgotten how you were signed up, iMedia provides a reminder link
Cons:
- Confusing language around the unsubscribe link at the top - am I unsubscribing from all communication or just the one newsletter?
- What does “Asia”, “UK” and “Main” mean? What are the benefits for signing up for the other newsletters?
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Option B: 
Pros:
- Separate section of the Manage Preferences page with clear title
- Easy one-click option to unsubscribe
Cons:
- If I check “E-News” am I subscribed or unsubscribed if I hit “submit” at the bottom of the form (not pictured)? Is the language below the checkbox unambiguous enough?
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Option C:
Pros:
- Clear section title and language around the opt-out
- Straightforward action button
- Unchecked boxes make it clear that you have to check to unsubscribe
- Email address is auto-populated
Cons:
- Am I automatically subscribed to both if I don’t check and unsubscribe?
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Option D:
Pros:
- Unmistakable instructions around what this page is utilized for
- Clear-cut descriptions around lists and frequency for each of the newsletters
- Ability to unsubscribe from any or all lists in one place
Cons:
- Titles for each column could be more clearly defined - What do “Fields” and “Lists” mean to the subscriber?
- “Check/Uncheck All” could be bolded or given more weight
- Disconnect between instructions at top directing people to an “Update” button while the actual call to action button says “Submit”
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Option E:
Pros:
- Language around each option is very explicit
- Provides a link to their privacy policy with ample visibility
- Properly sets expectations around how long the unsubscribe process will take
Cons:
- This is the page subscribers are taken to if they click the Unsubscribe link in the email. Does keeping the boxes checked mean that I will be removed from these communications or do I have to uncheck them to do so?
- There is no straightforward way to unsubscribe from all communications. Does unchecking (or checking) all the boxes confirm that I will not receive any further marketing emails from Stamps.com?
Which option do you believe is the most effective and clear? Click Here to take the survey and make your opinion known!
The winner will be revealed in a follow-up post which will cover takeaways from this poll, so be sure to add your thoughts!
Kelly Lorenz
Email Marketing Strategist at Bronto
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