See full version: We’re Sorry to See You Go”: Understanding the UX of Unsubscribing
It rarely happens that by clicking the Unsubscribe link a user is taken to a page which says “You have now unsubscribed”. It is reasonable to ask the user to confirm before the actual process of removing them from a mailing list takes place. After all, some users may have clicked the link by mistake. [links]
As I was going through the process of unsubscribing from promotional emails I noticed the wide variety of user flows that were implemented to achieve this. Some emails made it easy, some made it difficult, some – annoyingly, didn’t work at all!
This was unexpectedly difficult. There seem to be some conventions around the placement of the unsubscribe link – it usually appears either within the fine print at the top of the email or within the fine print at the bottom of the email. more
If someone is looking for an “unsubscribe” link and cannot locate it, their frustration level may grow, which makes the rest of the process seem even more cumbersome. here
From the perspective of the sender of the promotional email – they surly do not want the recipient to unsubscribe, and that is understandable. But there should be a balance between not making it the focal point on the screen vs. making it impossible to find… more
I'm a big fan of the Irish goodbye. You know, where you slip out the back door before anyone knows you're gone? It's easy, efficient, painless and saves you from long goodbyes and agonizing "don't go's." Given that many people feel this is acceptable for in-person farewells with people they actually know, I'm surprised by how little it applies to farewells online. When it comes to email, unsubscribe messaging could benefit from a hefty dose of Irish.
Some email marketers believe that there are opportunities to retain subscribers even through the unsubscribing process and that you should leverage these opportunities. I see the argument, especially when it's your job to boost email communication metrics. But just as telemarketers' attempts to keep customers at all costs have become universally accepted as irritating, I predict email communication will go the same way. When you tell a customer service representative on the phone that you don't want to continue a certain service, you mean it. When you tell a company's email marketing team you don't want to receive emails, you mean it.
5. Allows you to unsubscribe but then refuses to let you go. Some companies, in a last-ditch, begging-on-their-knees effort ask you questions after you have officially unsubscribed, such as "Would you mind taking our survey?" Really? I'm unsubscribing because I have too much time on my hands, so yes, I'll take your survey. (Rolls eyes.) Another pet peeve is receiving an email that lets you know you're unsubscribed. Ahhh! Please, for the love of all things holy, stop emailing me. (Silently weeps at desk.) here
--Informant Info--
Nationality: American
Age: 22
Occupation: Student
Residence: Seattle, Washington
Date of Performance/Collection: April 26, 2015
Primary Language: English
Other Language(s):
This song was casual and comedic to AS and his family. Interestingly, the line “we hope to heck you never come back” is the fastest line when singing the song. I even had trouble understanding that lyric the first time AS sang the song. It’s almost as if AS and his family were playing a little joke on their visitors. Though, it’s not meant to be taken to heart.
We hope to heck you never come back, here
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*Marketing communications refers to communications about offerings, news and events, surveys, special offers, and related topics via telephone, email, and other forms of electronic communication (e.g., communications through social media platforms). here