The Ultimate Guide to Opt-Out Emails (With Creative Examples)
Opt-out emails are a crucial part of any email marketing strategy, ensuring compliance with regulations like the CAN-SPAM Act in the U.S. and GDPR in Europe. But they’re more than just a legal requirement. They’re an opportunity to leave a lasting impression on your audience.
Done well, opt-out emails can reflect your brand’s personality, gather valuable feedback, and even retain some subscribers.
In this article, we’ll explore creative ideas to help you craft opt-out emails that stand out.
What Is An Opt-Out Email?
First, let’s define opting out in terms of email marketing. An opt out is a request to be removed from an email list, to stop receiving communications from that brand.
To facilitate this, marketers are required to provide an opt-out link in every email marketing campaign and honor those requests.
An opt-out email is the confirmation that consumers receive from the brand after they ask to be removed.
A typical opt-out email might include:
- Clear subject line notifying of the status change
- Branding and other imagery that represents the brand and scenario
- Copy that acknowledges the change that was made, and why
- Additional CTA, often offering a less-frequent cadence or simply an option to resubscribe
- A link to email preferences for the user to update their settings more granularly
- Bonus materials, like exclusive offers to rejoin, or asking to reply with rationale for unsubscribing
All of these details are meant to create a positive experience, offer privacy and choice, and show the consumer that you respect their wishes.
Why Are Opt-Out Emails Important?
Opt-out emails are a vital part of maintaining trust with your audience. Here are key reasons why they matter for your brand:
Compliance with regulations: Laws like the CAN-SPAM Act and GDPR mandate that businesses provide an easy way for users to unsubscribe. Failing to comply can lead to hefty fines and damage your reputation.
Preserving brand trust: Giving users a simple, hassle-free way to opt out shows you respect their preferences, helping to build and maintain trust—even if they’re stepping away from your communications.
Protecting email deliverability: When recipients can’t easily opt out, they’re more likely to mark your emails as spam, which impacts your deliverability rates. In fact, research shows that 49% of users will submit a spam complaint if the email doesn’t let them unsubscribe. This can cause email providers like Gmail and Outlook to send your emails into spam folders—or block them entirely—preventing your messages from reaching your audience.
Retaining relationships: Thoughtfully designed opt-out emails can offer alternative options, such as reducing email frequency or adjusting preferences, which might encourage users to stay connected.
Gaining valuable feedback: Opt-out emails can include options for users to share why they’re leaving. This data helps you refine your email strategy and create content that better resonates with your audience.
Best Practices for Opt-Out Emails
Now that we’ve covered the basics, let’s dive into best practices to make your opt-out emails stand out.
1. Create a unique unsubscribe experience
Creating a memorable email unsubscribe experience can greatly benefit your brand.
- Worst case scenario: the customer still chooses to unsubscribe.
- Best case scenario: you make them laugh, make a lasting impression, or even persuade them to want to keep hearing from you.
Depending on your brand style and tone, their is an opportunity to truly create something unexpected. But it also has to be simple, quick, and effective.
This is a golden window to take something basic, boring, and transactional (plus legal), and make it engaging.
2. Tap into predictive unsubscribing
Predictive unsubscribing is where you analyze user engagement data to identify subscribers who are not interacting with your emails.
Instead of waiting for them to opt out, you initiate the process and offer them the option to unsubscribe. This ensures that only interested recipients remain on your mailing list.
Sidekick’s opt-out email is a great example. Their call to action button says “Wait, Keep me subscribed!” giving you a clear opportunity to stay on their mailing list.
Tip: Unsure of how much engagement is standard? Check out our Email Benchmark Report to compare unsubscribe rates, open rates, and more for your industry. Knowing the benchmarks can help you gauge your performance and refine your strategy.
3. Leverage comic relief
One of the best ways to leave a lasting impression on a consumer when they’re unsubscribing to your email list is by using comic relief. One great example of this is with the brand Infinit, which included a GIF of actor Jim Carey running out of a courtroom after a consumer unsubscribed. Using this GIF sends a simple message—“No hard feelings, we have a sense of humor too, you know.”
But, a word of caution here: clever can be fun, but it needs to align with how the consumer perceives your brand. Offering jokes when it feels out of character could do more harm than good.
4. Provide meaningful options
Studies show that consumers innately want choices, and when it comes to unsubscribing from an email list the rule is no exception. They may want to receive emails less often, or different types of emails (e.g. promotional offers vs a newsletter).
Beta List does a good job of implementing an unsubscribe tactic that presents consumers with various options.
Although a user may have already unsubscribed, they could still:
- resubscribe if it was an accident
- subscribe to a weekly newsletter instead of daily mail, or most importantly,
- reply directly to the email with feedback
The latter option especially benefits brands by collecting valuable data to make improvements on email correspondences.
5. Include a video
Video is one way to stand out, be authentic, and create a memorable moment.
When implementing a video on your unsubscribe page, it’s important to evoke curiosity in those who visit the page. Keeping the video short is a great way to send your message directly to an audience.
You can see a unique approach to this in HubSpot’s “breakup” video. HubSpot’s Inbound Marketing Specialist, Dan Sally, talks about the good times they had together while simultaneously apologizing for causing complications in “the relationship.” This example and Groupon’s unsubscribe video set new trends for unique email unsubscribe tactics.
Transform Your Opt-Out Strategy
Creating effective opt-out emails is a chance to build trust, maintain brand loyalty, and even re-engage with your audience. With the right strategies and tools, you can turn a potentially negative moment into a positive interaction.
The key is having the right email marketing platform that allows you to create the right unsubscribe process and emails for your brand.
Zeta Messaging empowers you to create AI-driven email experiences that resonate with your audience. From predictive insights to advanced segmentation, we offer the tools you need to design opt-out processes that protect your brand’s reputation and optimize engagement across every channel.
Ready to take your email marketing to the next level? Discover how Zeta Messaging can help.
