Email Thursday – Offer an "Opt-Down" Option in Addition to Your "Opt-Out"

By Tim


Offering an “opt-down” option within your email campaigns refers to offering your recipients the ability to reduce the frequency in which they receive emails from you.

Why is it a good idea to offer an “opt-down” option? Simply put, high email frequency is one of the major reasons why people will unsubscribe from your list. So, if you offer them an option to reduce this frequency, it decreases the likelihood that someone will unsubscribe all-together or report your email as spam.

How do you add an “opt-out” option? Well, it varies by your email service provider – but most will allow you to include a link in your emails that sends people to an “email preferences” page rather than a stand alone opt-out or unsubscribe link.

My suggestion is to explore your Email Service Provider carefully and make sure that you’re including this preferences option if it’s available to you.

Once you start sending people to the email preferences page, you’ll want to take this one last opportunity to retain them as best you can.

The page will look something like what you see above, however if you have the opportunity to do so, I suggest making the page more custom with a strong focus on reiterating the benefits of receiving your emails.

For example, at the top of the page, list out the top 3 reasons why your emails are important and could be of use to them. People may second guess their decision to opt out completely if they feel like they could be missing out on something if they stop altogether.

I would also consider the order in which you present the preference options. Having the “opt-down” options be the most prominent could influence the behavior of the recipient, so it’s something to keep in mind.

That’s it for today, I hope you enjoyed Your Daily Concept, and I hope you have a great day.