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I think I've found my favourite ever email unsubscribe!

What a treat, on my birthday, as well.

See if you agree.

Zalando

I wrote a long and rather waffling article about Zalando recently. It's a company I only heard about on the back of Wired Retail, where the founder gave a talk.

Ecommerce, yes, but also the vision to build a fashion platform (and become a tech company), backed up by a lot of resource (innovation hubs, app teams, APIs to startups etc.), bringing unique consumer experiences that have so far been lacking in online shopping.

I'm not sure why Zalando was new to me - it turns over $3bn.

Anyway, as part of investigating the main website, I signed up and had a look around.

One of its services, Zalando Lounge, is a sales-based batch-order service, where you can get big discounts during a certain window, the goods come direct from manufacturer and hence you wait a few weeks for delivery.

Because it has lots of time-sensitive sales, ZL sends you a daily email with designer offers. Obviously, that's a bit much on my wage, so I went to unsubscribe.

Here's what I found.

Unsubscribe, please

Before I loosely describe its benefits, just look at it, in all its splendour, below.

unsubscribe zalando

1) I had been automatically signed up for the daily round-up email when I registered with the site.

The first thing this unsubscribe feature does (actually, it's really a 'my account' newsletter subscriptions area, but I was directed here when hitting unsubscribe) is present me with the choice of a weekly email instead.

That's a compelling argument - an 86% decrease in the number of emails I'm receiving.

2) I thought this was an inspired touch. I can simply opt not to receive the daily newsletter on certain days (say I'm too busy on Monday, and too lazy on Sunday, for example).

3) An even more inspired touch. For those uncertain if they want to cut the cord forever, the option to simply suspend the email for a set time (from 1-30 days).

4) Lastly, the unsubscribe option. The usual sad dropdown of reasons (sniff, sniff) is complemented by a sort of snide 'this is what you'll be missing' message that has become best practice.

In my opinion, this is the best newsletter unsubscribe I've seen.

I'd say, in its own way, it matches the beauty of Now TV's cancellation process (which I summed up here).

For more on this topic, read:

Ben Davis

Published 25 January, 2016 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

836 more posts from this author

Comments (5)

Jaaved Khatree

Jaaved Khatree, SEO & Content Manager at Propertyfinder.ae

Have to agree - this is a fairly well thought out unsubscribe page that would reveal some very interesting insights - wonder how many people opted to reduce emails vs simply unsubscribing altogether.

8 months ago

Joe Hawkes

Joe Hawkes, Senior Digital Marketing Executive at Charles Russell Speechlys

Have to disagree a little...

I find that sometimes when people are unsubscribing they are annoyed about something, so making the process crystal clear is paramount.

"Please choose the following options" - am I choosing to subscribe or unsubscribe? Is this actually an unsubscribe page, or a preference centre moonlighting as one? It might seem obvious to us, but not always to the user.

By all means, try an get some feedback, but only after the unsubscribe is confirmed. Asking four questions is a bit much, and not having a one-click unsubscribe also means Zalando could get drop-offs on this page, which may leave people subscribed when they don't want to be.

8 months ago

Joe Hawkes

Joe Hawkes, Senior Digital Marketing Executive at Charles Russell Speechlys

Have to disagree a little...

I find that sometimes when people are unsubscribing they are annoyed about something, so making the process crystal clear is paramount.

"Please choose the following options" - am I choosing to subscribe or unsubscribe? Is this actually an unsubscribe page, or a preference centre moonlighting as one? It might seem obvious to us, but not always to the user.

By all means, try an get some feedback, but only after the unsubscribe is confirmed. Asking four questions is a bit much, and not having a one-click unsubscribe also means Zalando could get drop-offs on this page, which may leave people subscribed when they don't want to be.

8 months ago

Avatar-blank-50x50

Mark Riding, Events Marketing Manager at Holyrood Communications

I also think this is a rather confusing page. When clicking on an unsubscribe link I do not expect to be immediately greeted by an option to 'subscribe'.

I fully appreciate their efforts to keep me on board but surely there are other ways of doing so, which, on first impressions, should seem less infuriating?

8 months ago

Ben Davis

Ben Davis, Senior Writer at EconsultancyStaff

I should clarify something here. Though I was directed to this newsletter preferences area, when I arrived all the sections were folded up.

This made it easier to digest. I've taken a screenshot, click the link below to view.

https://assets.econsultancy.com/images/0007/1116/Screen_Shot_2016-01-27_at_09.20.58.png

Either way, I think most users can deal with a preference centre.

8 months ago

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