Unsubscribing is not fun. It sucks for the user because they are unhappy with a product/service and it sucks for a business because they have an unhappy customer. Talk about catch 22. The customer is always right so here is how you can make the process effortless:
- Unsubscribing should take only 1-click. Don't make them log into their account settings just so they can click an Unsubscribe button. That adds insult to injury.
- Don't follow up with an e-mail asking why they unsubscribed. The inbox is sacred and if a user is already banning your business from it by unsubscribing they sure as hell don't want to give you feedback.
- Instead, measure your users behavior while they are on your site. Figure out what features they use most/least and plot a trend. Strip out features that aren't being used, or customize a users experience to only show them what they use.
- Once a customer is lost, they are gone for good, unless you can influence social intent. If a customer's social network is using your product/service they are more likely to come back based on a referral. Take advantage of identifying where a user's network is and foster it.
