How email ‘Opt out’ increases subscriber buy-in and customer retention

One thing that makes me INCREDIBLY happy?

The growing number of brands that have been embracing the power and empathy of nuanced email opt out email marketing, especially around Mother’s Day and Father’s Day, but also increasingly other events throughout the year.

Marketing that puts you in control of your inbox and what you feel comfortable being presented with.

Recently, my inbox has been filled with brands seeking permission to take up space in my life.

But seeking permission to email subscribers on Mother’s Day (or any other sensitive event) isn’t as straightforward as it may seem.

It can take many shapes.

And it absolutely should be ‘on brand’ so it doesn’t come across as an awkward tick in the box.

Unsurprisingly, iconic Aussie skincare brand Go-To decided to run with its usual pop culture references and keep it light-hearted:

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Then, there is LUSH‘s opt-out offer.

It’s pretty much a semi-identical carbon copy of the Go-To version (minus the pop culture references).

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Next up, there’s the Australian stationery and keepsake notebook brand Write to Me.

Their founders have a first-hand understanding of how emotional Mother’s Day and family events can be. On their about page, they mention:

“A box of hand written letters are some of the most precious items my husband has of his mother after losing both parents when he has 12 years old. This made us very sentimental and really bought home the importance of hand writing and documenting our lives.”

So it’s no surprise that their version of a Mother’s Day opt-out email touched down in my inbox:

What I’m missing in this example is a clear note that opting out of Mother’s Day emails means they still stay on the regular mailing list. As much as online business owners understand the mechanics behind these emails, for many consumers these things are a big unknown.

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Australian clothing brand Bohemian Traders has stuck to the standard memo while somewhat overcomplicating things:

Clicking the button opens up an email window so people can reply with ‘No Thanks’ as per the email copy.

What I’m wondering is what happens after subscribers send their ‘no thanks’?

I assume there’s a personal reply from the Bohemian Traders team to acknowledge their situation? The strange thing is that I’m pretty sure people don’t want more communication about a topic they’ve just chosen to opt out of.

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A different approach that’s not allowing you to opt out but still acknowledges the emotional complexities of this special day comes from Joyrolla.

The founder shares her personal heartache over the Mother’s Day period well as losing her mum to Leukemia a few years earlier.

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While graphic design platform Canva went with a middle-of-the-road approach in line with what you’d expect from Software-as-a-Service brands:

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This Mother’s Day email example by Pottery for the Planet misses the mark somewhat.

Yes, they’re inviting people to opt out of future Mother’s Day emails, but the terms ‘messaging’ and ‘content’ speak to fellow marketers rather than the owners of the inboxes they’re trying to reach.

‘Messaging’ doesn’t mean much to consumers who aren’t part of the eComm marketing scene.

I would have preferred them to stick with the term ’emails’ to keep it simple.

Love the clear reassurance that they’ll stay on the mailing list for all other offers.

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Rachel Castle and her brand Castle keep it short and sweet:

The only thing I would have changed is addressing the recipient directly rather than sticking with ‘not everyone’.

Changing the wording to ‘…, and there’s a chance you’d rather not receive emails related to the occasion.” could have put a more personal and empathetic spin on this email.

The other thing that’s missing is the reassurance that they’ll remain on the email list for regular emails if they choose to opt out.

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Homewares brand Kip&Co play it safe while the wording is somewhat clunky:

What am I entering by clicking the button below? A competition? A draw?

A simple ‘Click the button below and you won’t hear about this topic again.” would have worked a treat.

They did make it clear that subscribers will stay on their email list and receive all other emails.

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This one is my favourite.

Because Infamous Swim founder Gemma decided to ditch the pretty graphics, swimwear models and the mass-produced feel in favour of a personal note. One that is 100% automated, but comes across as an intentional email from Gemma’s sent items straight to my inbox:

The only thing I would have done differently is swap ‘Hi there’ for my first name. Because they definitely have it on file!

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This one is a Christmas opt-out email I received not long ago from Pottery for the Planet:

In an are of sky-high interest rates and tight family budgets, I love that this brand is giving people the opportunity to opt out of temptations to spend!

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My take on offering email opt out?

In this age of accessible tech solutions where it’s easy to segment, tag and TRULY get to know our audience, I believe it’s our responsibility as online marketers to embrace these features and create a bespoke customer experience for every subscriber.

One that delivers relevant content, at the right time and in the right format. And, more importantly, one that allows you to opt out of content you’re not willing to consume for whatever reason. No questions asked!

Want to read more? Check out this post on trigger links, and how they can transform your approach to email marketing.

So here’s your invite to audit your list and how you approach it in general:

👉 Do you give subscribers the option to EASILY update their preferences?

👉 Do you flag sensitive topics AT THE TOP of your email people can choose to skip it?

👉 Do you ask for ACTIVE opt-in for upcoming sales campaigns (and exclude those who opted out)?

👉 Do you allow your audience to opt out THROUGHOUT a campaign if they realise it’s not for them?

👉 Do you make use of tags and segments so you don’t flood readers with irrelevant content?

I’m not perfect (because who is, right?) but I actively consider the segments I EXCLUDE from my weekly emails with every email I send.

Because I believe you should be in charge of your inbox. Not a random marketer’s agenda!