Tuesday, 13 September 2011, 9:24 AM

Where’s Your Unsubscribe Link?

I promised you some time ago to look out for a few neat examples of unsubscribe buttons or links. Well, I have to admit that I almost regretted my overhasty words, because it wasn’t easy to find examples where someone had put a little effort into creating something new and classy.

Mostly the unsubscribe buttons are placed at the bottom of the letter and often in a very small font or in differing color. So, like I said: It was definitely difficult to find good examples of this particular function. Look at these:

Can you read the text about unsubscribing? It’s hardly visible! To me this is incomprehensible! Why on earth do you want to hide it if you’ve taken care of all the e-mail addresses in a correct manner? Do the customers buy more from you just because they don’t find the button? Of course not! No, they are annoyed every time they receive your newsletter and they probably regard your company as being a non-serious business.

The same goes for this one: A text that’s hardly visible at the very bottom.

The solution above seems to be increasingly common. They tell the recipients why they get the newsletter and then they tell about the possibility to unsubscribe at once. This is how a serious company acts. They want to give their customers control and security.

I have a soft spot for combining the unsubscribe link with the ”Contact us” information – and also with other necessary links. Above you see an example of this – although I feel that the text is a bit too much. But I’m still convinced that the readers quickly will find the unsubscribe button since it’s so close to other important information.

Now – here are two really, really good examples:

Would you dare to put the link in the preheader? This is truly very well done and I’m convinced that they don’t have that many unsubscribing readers thanks to the position of this button.

In this case the unsubscribe button is placed after the web-based version, but still in the perheader. Yes, they’ve given the reader control!

Now I’ll show you the best one!

And I’m so happy that the best example I succeeded to find is – in fact – Swedish and from Malmö! My sister sent me this newsletter and we agreed on the beauty and simplicity of it. The location of the ”Avregistreringsknappen” (the Unsubscribe button) is great; it’s in the midst of other important buttons. It’s also expressed as a picture à la ”app-thinking” and in text to be as clear as possible. There’s just one minor negative: I couldn’t see any alt-texts in my Mac mail since the pictures were blocked. But apart from that I make a princess curtsy for the Malmö Opera today.

If you have any other examples – good or bad – please share them with us all on our Facebook page! Or do ask us what we think about your unsubscribe button. Maybe, just maybe, it’ll result in more registrations. 😉


Friday, 9 September 2011, 7:18 PM

Active E-Mail Recipients Are Rewarded

Apart from the e-mail resources that MailChimp so generously shares with us – for free – they also have a blog (a nerd warning, though!) which I find very good. They use many technical terms without explanations though, so you need to be familiar with the technique. In any case, they are not afraid of showing how their system functions and how they work internally.

Their two blog posts about their delivery sending speed are quite exciting if you’re interested in the technique behind the deliverance of newsletters.

Delivery Speed, Part 1

Delivery Speed, Part 2

One thing in particular, that I like with this e-mail service provider, is that they mark the e-mail recipients and arrange so that the active recipients get the e-mail deliveries first. You can see the markings on your e-mail list in your e-mail tool and you can use these markings for your own purposes as well – to segment the newsletters according to how active your recipients are, for instance.

Here they explain how they mark their recipients.

Thursday, 1 September 2011, 10:34 PM

Be a Little More Inventive…

…than the ”spammers”! I’ve had so many conversations with people who don’t feel that it’s important to ask the recipients’ permission before they send newsletters to them – or they try to almost hide the unsubscribe button. This is how it is: If you want your newsletters to look like spam – suit yourselves – send your newsletters to all possible e-mail addresses without the owners permissions and nag about selling. To succeed as a real spammer you also must do everything you can to hide the unsubscribe button, preferably at the bottom of the page in a minimal font-face…

You know, I don’t really understand why we have to talk about this any more! Because if you want to be a serious retailer who builds a relation with your customer, well, there are no short cuts. What irritates you, most certainly will irritate your customers! Don’t underestimate them!

I f you want a lot of e-mail addresses – be a little inventive! Offer people something in return when they show trust in you. Here’s a good example:

As soon as you enter the home page of Karmaloop they ask you for your e-mail address and you get a discount on your first buy. This offer also gives you a hint that you’ll get good offers in the future as well. And you have the opportunity to follow them on Twitter, Facebook a.s.o.

Next example:

This example may not be very remarkable, but you can choose the language you want your newsletter in. It’s a way of showing that they want to do it the customer’s way. The example is from Efva Attling.

Regarding the unsubscribe button I’ll try to find some funny examples for you a little later on. I just want to tell you this: The reader/customer wants to be in control, so if you give them that impression and they feel safe you have a much keener reader/customer. Better readers = a better quality of your address list. That, my friends, will increase your sales.

So come on, you know better than this! Be a little more inventive and put yourselves in the position of the reader. It’s 2011 and we’re talking about a modern channel. Don’t be reactionary! I know you can do better if you really think about it and act accordingly!


Wednesday, 31 August 2011, 10:13 PM

Fine Contrasts in a Margin Adjusted Newsletter

This newsletter from Raymond Weil – which I receive once a month – is a very simple, but stylish newsletter. I do like the design; it’s special enough despite the simplicity and the narrow format. The balance between text and picture is perfect and the contrasts are stark. They place the pictures in an unusual way and overlap the margin to the left. Really stylish!

Raymond Weil Newsletter

Another fine detail – which you don’t really notice at first sight – add a lot to the design: The text is margin adjusted. The text paragraphs make square blocks since they form a straight line on both sides. This is something you usually do in printed matters and it doesn’t always work out so well on a computer screen. It often creates big apertures between the words – especially in Swedish where we often use long compounds. I – for one – would never use this technique for a Swedish webpage.

But in English it works much better and in this newsletter it looks really good. And it works equally good in an iPhone thanks to the narrow format of 500 pixels in width.

Raymond Weil Newsletter

Raymond Weil’s newsletter has no problem with the spam filters and I’ll give it three hearts for a stylish letter and for fine watches. As for the rest, the content isn’t quite that interesting, I’m sorry to say.

Saturday, 27 August 2011, 2:18 PM

What Is a Mail Receipt Supposed to Look Like?

Confirmation is not an easy thing. I mean, what can you send back to the customer more than a confirmation? Is there anything else you CAN send? If so – what and when?

Many ready-made web shop solutions don’t seem to offer possibilities to adjust receipts. No, you have to go in and write codes and build it yourself. If you have the opportunity to get some help from your e-mail service provider it’s a good idea to accept it. Too simple receipts with limited possibilities to apply additional value or extra information about the order can really bring down the shopping experience for the customers.

But with Amazon the customer can feel safe. If you once created an account and placed an order with Amazon you can be prepared for an easy buying experience. Their receipts are detailed and you always know what you get. Sometimes though they can’t send a certain product from the UK to Sweden, which means that you have to visit another web shop – maybe one you’ve never visited before, and one that isn’t Swedish. In that case it’s extra important that you feel secure.

Here are my latest mail receipts. I chose a shop in random, since Amazon couldn’t deliver what I wanted. It happened to be Peter Burrowes in London.

There are mainly three things about Peter Burrowes’ mail receipts that I like.

Email receipt

1. It’s very clear how to get in touch with them. The telephone number is placed in the header, big and clearly visible. It sticks out more than anything else in the e-mail. Nevertheless, they even repeat it in the text, in case I missed it.

Email receipt

2. Very soon I get another e-mail telling me that they’ve now sent my order and they give me a tracking number in a ready-made link, which I just click on to get more information about where my parcel is right now. I don’t have to cut and paste information from the e-mail to the tracking page.

3. They encourage me to mark my ordering. My view point is appreciated, regardless if it’s negative or positive. They offer a reduction of 5% with my next order if I tell them what I think about my shopping. This is a really creative way of increasing the number of customer comments. They are probably well aware of the fact that all types of customer commentaries will increase sales – also the negative ones.

My buying experience was good. It was very simple to order and I didn’t have to register an account. The delivery was very quick indeed. London – Malmö in two days is impressive.