Clicking “Unsubscribe” should have a straightforward outcome. In the wild it’s rarely that simple. Here’s an example from Ugmonk, a fantastic clothing brand run by a passionate designer. I’d never unsubscribe from their newsletter in real life, but let’s pretend:
Notice that clicking “Unsubscribe” doesn’t unsubscribe. It brings us to a screen with the action “Update E-mail Settings”. Does clicking that button unsubscribe? No. The default behavior is this:
“I like the current email frequency. Don’t change a thing.”
In other words, neither “Unsubscribe” nor “Update E-mail Settings” have done what they say they do. We have accomplished exactly nothing, thanks to Klaviyo.
What should happen when you click “unsubscribe”? This:
What’s better about this example?
Unsubscribing is a defense mechanism. People use it to reclaim their time and attention. The unsubscribe process is a great opportunity to show users that you respect them. Slow, complex processes will only harden their resolve to separate from you permanently.
Unsubscribe means unsubscribe.