Reduce Email Opt-Outs With Your Email Unsubscribe Message

I recently have been going through my emails and clicking like crazy on the ‘unsubscribe’ links in a lot of the messages I have been getting recently.  In doing so, I have seen quite a few different unsubscribe messages.  The majority of these unsubscribe messages are pretty short and to the point and have a check box for ‘unsubscribe’ and not much else.

However, I recently came across a great idea by Gordon’s Jewelers that I wanted to share because I think it is something that all retailers should emulate.  Instead of just letting me choose to either (a) receive emails or (b) not receive emails, they give a few other options to change the frequency of the emails instead of just unsubscribing.  So instead of unsubscribing, I simply changed my preference to receive less emails and Gordon’s didn’t lose an email subscriber.

Study: Consumers Quick To Unsubscribe

The frequency of the emails is the main reason I have been going through and unsubscribing from so many offers.  It seems like most retailers are sending me an email at least weekly if not more.  If given the option by these companies, I would in many cases simply lessen the frequency that I get their email communications.

Here is Gordon’s Jewlers email unsubscribe page:


In a study in March of 2010, only 37% of the 100 major online retailers surveyed have some type of option to change email preferences, while the others simply use an unsubscribe option.  This seems like a big loss for the other 63% if you ask me!

What options are you giving to YOUR email subscribers?

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