Best Unsubscribe Process Ever: Groupon

As a former email marketer, I like seeing how companies and organizations handle email unsubscribes.  Many are unbranded, simple “You are now unsubscribed” screens.  Others are branded subscription centers, with options on which list to stay on or opt out.  I recently joined Groupon to see what all the fuss was about.  It’s a cool idea, but not terribly relevant in my little suburb, so it was time to opt out.

I was absolutely delighted by their unsub landing page, which includes a picture of Derrick, the company’s email guy, and some language that says “We’re sorry to see you go. How sorry?, Well here’s Derrick, the guy who sent you the email.”  Then there’s a “Punish Derrick” button at the bottom.  Click it, and Derrick gets smacked upside the head in a little video.  At the end of the video, you’re told, “Well, that was pretty mean.  I hope you’re happy.  Want to make it up to Derrick?” And then there’s a  RESUBSCRIBE button.

Very creative.  Made me smile.

No, I didn’t resubscribe.


About Robert Raines

I manage Chevron's digital analytics and insights group. Previously, I led Chevron's corporate digital and social media, ran product management at E-Loan, managed acquisition marketing at Pacific Bell Wireless, and brand-managed food products at Quaker Oats. I'm a dad, husband, son, amateur photographer and videographer, folk music lover, 4-chord guitarist, and coffee geek, not in any particular order. Always curious, I'm a chronic learner ready for the next adventure.
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