Subscriber Experience

This guide explains what your subscribers see when they click the unsubscribe link in your emails. Understanding the subscriber experience helps you design effective unsubscribe pages that maximize retention.

Overview

When subscribers click the unsubscribe link in your emails, they're taken to a Last Chance unsubscribe page instead of being immediately removed from your list. This page gives them options beyond just "goodbye," helping you retain more subscribers while respecting their preferences.

The Unsubscribe Journey

The subscriber experience follows a simple flow:

  1. Initial Page - Subscriber arrives and sees options
  2. Action Taken - Subscriber chooses to stay, unsubscribe, or pause
  3. Confirmation - Subscriber sees a confirmation page based on their choice

Initial Page

When a subscriber first arrives at your unsubscribe page, they see the Initial state:

Initial Unsubscribe Page

What Subscribers See

  • Headline - Your custom message (e.g., "Wait, stay with us!")
  • Description - Brief explanation of what they'll get by staying
  • Action Buttons - Three main options:
    • Stay Subscribed (or "Get My Reward") - Keeps them on your list
    • Pause Emails - Temporarily stops emails
    • Unsubscribe - Removes them from your list

Design Elements

  • Brand Colors - Matches your brand identity
  • Custom Messaging - Personalized copy that resonates with your audience
  • Discount Offers - Special incentives to encourage staying
  • Professional Design - Builds trust and credibility

Stayed Subscribed

When a subscriber clicks "Stay Subscribed" or "Get My Reward," they see a confirmation page:

Stayed Subscribed Page

What Happens

  • Subscriber remains on your email list
  • They receive an exclusive discount code (if configured)
  • They see a "Shop Now" button to visit your store
  • The discount code is automatically applied to the shop URL

Key Features

  • Discount Code Display - Prominently shows the code they can use
  • Copy Button - Easy way to copy the code to clipboard
  • Validity Period - Shows how long the discount is valid
  • Call-to-Action - Direct link to shop with discount applied

This page turns a potential unsubscribe into a conversion opportunity.

Unsubscribed

If a subscriber chooses to unsubscribe, they see a confirmation page with an optional feedback form:

Unsubscribed Page

What Happens

  • Subscriber is removed from your email list
  • They see a friendly confirmation message
  • They can optionally provide feedback on why they're leaving
  • They have the option to resubscribe immediately

Feedback Collection

The unsubscribe page includes a feedback form with common reasons:

  • Too many emails
  • Emails not relevant to me
  • I never signed up
  • I prefer other channels
  • Content quality issues
  • Other (with free-text input)

This feedback helps you:

  • Understand why subscribers are leaving
  • Improve your email strategy
  • Reduce future unsubscribes

Resubscribe Option

Even after unsubscribing, subscribers can immediately resubscribe using the "Subscribe Again" button, making it easy for them to change their mind.

Paused Emails

When a subscriber chooses to pause emails, they see a confirmation page:

Paused Emails Page

What Happens

  • Emails are paused for a specified duration (e.g., 1 month, 3 months)
  • Subscriber remains on your list but won't receive emails during the pause period
  • They see when emails will automatically resume
  • They can resume emails early if they want

Benefits of Pausing

  • Better than Unsubscribing - Keeps the subscriber on your list
  • Respects Preferences - Shows you care about their inbox
  • Automatic Resume - No action needed when the pause period ends
  • Flexible - Subscriber can resume anytime

This option is particularly valuable for subscribers who feel overwhelmed but don't want to leave permanently.

Resubscribed

If a previously unsubscribed subscriber chooses to resubscribe, they see a welcome back page:

Resubscribed Page

What Happens

  • Subscriber is added back to your email list
  • They see a welcoming message
  • They can continue shopping with any available discounts

Second Chances

The resubscribe option gives you the opportunity to:

  • Win back subscribers who changed their mind
  • Show appreciation for their return
  • Continue the relationship

Key Features for Subscribers

Mobile-Friendly Design

All unsubscribe pages are fully responsive and work seamlessly on:

  • Desktop computers
  • Tablets
  • Mobile phones

Fast Loading

Pages load quickly to provide a smooth experience, even on slower connections.

Secure and Trustworthy

  • HTTPS encryption
  • Clear branding
  • Professional appearance
  • Privacy-respecting design

Accessible

Pages are designed to be accessible to all users, including those using screen readers and other assistive technologies.

Customization Options

As a Last Chance customer, you can customize:

  • Colors - Match your brand colors
  • Fonts - Use your brand typography
  • Messaging - Write custom copy for each state
  • Discount Codes - Set up exclusive offers
  • Page Layout - Design the layout that works best for your audience

See the Getting Started Guide for details on customizing your unsubscribe pages.

Best Practices

Clear Messaging

  • Use friendly, conversational language
  • Explain the value of staying subscribed
  • Make it easy to understand the options

Compelling Offers

  • Offer meaningful discounts (15-25% off works well)
  • Make the offer exclusive to unsubscribe page visitors
  • Show the discount code prominently

Respectful Design

  • Don't use dark patterns or tricks
  • Make it easy to unsubscribe if they really want to
  • Provide clear feedback on what each action does

Test Different Approaches

  • Try different headlines and copy
  • Test different discount amounts
  • Use A/B testing to find what works best

See the A/B Testing Guide for more on testing your pages.

Understanding the Impact

Retention Rate

The retention rate shows what percentage of visitors choose to stay subscribed rather than unsubscribe. A good retention rate is typically:

  • 20%+ - Good
  • 40%+ - Great
  • 60%+ - Excellent

Conversion Opportunities

Even subscribers who unsubscribe can still:

  • Provide valuable feedback
  • Resubscribe later
  • Visit your shop with a discount

Customer Relationships

The unsubscribe page is often the last interaction you have with a subscriber. Making it positive and respectful:

  • Maintains brand reputation
  • Leaves the door open for future engagement
  • Shows you value their preferences

Next Steps