9 Examples of Brilliant Email Unsubscribe Pages (And What Makes Them So Effective)

Sure, the dreaded unsubscribe is never ideal — but here are nine examples of companies that have redefined the breakup. We‘ll dive into why they work and extract some actionable lessons you can apply to your own unsubscribe flow.

Why Having a Great Unsubscribe Experience Matters

Before we jump into the examples, let‘s talk about why it‘s so important to have a well-crafted unsubscribe process in the first place:

  1. It‘s the law. Regulations like CAN-SPAM in the US, CASL in Canada, and GDPR in Europe all require companies to provide a clear and easy way for subscribers to opt out of emails. Failing to do so can result in hefty fines.

  2. It builds trust. Being transparent and making it easy for users to control their email preferences shows that you respect their inbox and their choices. This can actually improve your sender reputation and deliverability rates.

  3. It keeps your list clean. Letting unengaged subscribers go helps you maintain a high-quality list of people who actually want to hear from you. This boosts your open rates, click-through rates, and overall email performance.

  4. It provides valuable data. Unsubscribe rates can give you insight into the health of your email program. If you see a spike, it could indicate a problem with your content, frequency, or targeting.

  5. It‘s an opportunity to make a last impression. Your unsubscribe page is a final touchpoint with the subscriber. Making it a positive, on-brand experience can help you end on a high note and perhaps even convince some people to stay.

In short, nailing your unsubscribe process is just good email hygiene. Now, let‘s see how some top brands are handling it.

9 Brilliant Unsubscribe Page Examples to Learn From

1. Bombas

[Bombas unsubscribe page screenshot]

Why it works:

  • Friendly, on-brand copy: "We‘re sorry to see you go, but no hard feelings!"
  • Clear primary CTA to unsubscribe
  • Provides alternative option to reduce frequency to 1x/week or pause for 30 days instead of permanently unsubscribing
  • Simple, uncluttered design

2. Framebridge

[Framebridge unsubscribe page screenshot]

Why it works:

  • Sets expectations for when you‘ll stop receiving emails (within 48 hours)
  • Gives optional feedback survey on reason for unsubscribing (too many emails, irrelevant content, etc.)
  • Communicates empathy and care for user preferences
  • Clean, well-designed layout

3. Lush

[Lush unsubscribe page screenshot]

Why it works:

  • Humor and personality shine through on-brand copy and images
  • Shows other ways to stay connected via social or mobile app
  • Provides granular options to unsubscribe from certain email types vs all
  • Eye-catching, memorable design

4. Chipotle

[Chipotle unsubscribe page screenshot]

Why it works:

  • Casual, relatable copy sounds like it‘s coming from a friend
  • Offers option to update preferences while staying subscribed
  • Suggests following on social media as an alternative
  • On-brand typography, colors and spacing

5. Bright Cellars

[Bright Cellars unsubscribe page screenshot]

Why it works:

  • Confirms unsubscribe status clearly
  • Reminds that you can always resubscribe or change preferences in account
  • Subtle humor in line with brand voice
  • Plenty of white space and logical hierarchy

6. Brooklinen

[Brooklinen unsubscribe page screenshot]

Why it works:

  • Straightforward messaging gets right to the point
  • Minimal design keeps focus on the essentials
  • Includes links to privacy policy and terms for transparency
  • Aligns with overall brand aesthetic

7. Kings Coast Coffee

[Kings coast coffee unsubscribe page screenshot]

Why it works:

  • Surfer lingo reinforces distinct brand personality
  • Provides support email and contact page for other needs
  • No pressure to remain subscribed
  • Fun, casual vibe stays true to brand

8. Jeni‘s

[Jeni‘s unsubscribe page screenshot]

Why it works:

  • Shows gratitude for the time spent as a subscriber
  • Offers paths to other engagement points like blog and shopping
  • Incorporates tempting product photography
  • Clean, appetizing design mirrors the premium product

9. Tushy

[Tushy unsubscribe page screenshot]

Why it works:

  • Cleverly on-brand bathroom humor
  • Displays social feeds as an alternate subscription method
  • Bold design commands attention
  • Leans into signature cheeky tone

10. Four Sigmatic

[Four sigmatic unsubscribe page screenshot]

Why it works:

  • To-the-point copy shows respect for user choice
  • Minimal design keeps spotlight on the key message
  • Includes a parting gift of a recipe
  • Soothing, earthy color palette embodies the brand

Unsubscribe Page Best Practices: Key Takeaways

Based on these examples, here are some universal strategies you can employ in your own unsubscribe flow:

  1. Keep it on-brand. Infuse your unique brand voice, visual identity, and values into the copy and design of your page. It should feel like a cohesive part of the customer experience.

  2. Set expectations. Let subscribers know when they‘ll stop receiving emails and what will happen next.

  3. Provide alternatives. Give options to manage preferences, opt down frequency, or pause emails rather than unsubscribing fully. Suggest other channels where they can connect with you.

  4. Make it easy. Don‘t hide the unsubscribe button or make users jump through hoops. Use clear, prominent CTAs and simple language.

  5. Ask why. Include an optional feedback survey to collect insights on why people are leaving. Just keep it short!

  6. Show you care. Strike an empathetic, understanding tone that shows you respect their choice. Thank them for their time as a subscriber.

  7. Offer a next step. Give them somewhere else to go, whether it‘s your website, blog, social feeds, or a support contact.

  8. Test and measure. A/B test different versions of your page and track your unsubscribe rates over time. Use this data to identify trends and make improvements.

The Importance of Getting Unsubscribes Right

Marketers spend so much time optimizing the signup process, crafting brilliant email campaigns, and analyzing the results. But the unsubscribe experience often gets overlooked.

According to a study by Return Path, up to 50% of users who unsubscribe are willing to resubscribe in the future if they see value. But a frustrating unsubscribe experience can tank those chances.

[Chart showing unsubscribe-resubscribe rates]

By putting care into those final moments, you can protect your brand perception, gather valuable feedback, and maybe even keep the relationship alive through other channels. It‘s a small but mighty touchpoint that deserves attention.

The best unsubscribe pages combine clear functionality with a dash of delight. They make the process painless while still expressing the brand‘s unique personality. And they always put the user‘s needs and preferences first.

At the end of the day, unsubscribes are going to happen — and that‘s okay. Embrace them as a natural part of your email lifecycle and make the most of the moment. Your (ex)subscribers will thank you.