How a ‘campaign opt-out’ link affects unsubscribe rates | Experiment 7403 with Grant Klembara is a FREE course courtesy of NextAfter
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Dallas Theological Seminary was running a campaign for North Texas Giving Day, a huge fundraising opportunity each year for regional nonprofits.
As the team planned for this campaign, they wanted to give their audience a way to remove themselves from further communication about North Texas Giving Day if they weren’t able to participate this year.
They wondered: If we allow individuals to ‘opt-out’ of a specific campaign, will the unsubscribe rate decrease?
In the end, the treatment version had a 33% decrease in unsubscribes, showing that it had reduced the friction and anxiety of the email viewer by offering a clear alternative option for dismissing themselves from this campaign communication.
This test shows us that some individuals may not want to unsubscribe from all communication, but when they are left with no other option, they will.