Good marketers have known for years what makes for a good preference center, but it’s amazing how many retailers are still making the old mistakes: having a process that’s too complicated, not giving the user a chance to change their mind about unsubscribing, and, worst of all, not unsubscribing the user when they expressly asked you to do so.
So it’s great to see Benefit doing everything right. Their unsubscribe link is easy to find in the recovery nav, not hidden away in a bunch of legal copy.
When I click through, I’m taken to a cute, well-branded page that gives me a chance to rescind my unsubscribe request or update my email address. If I still want to unsubscribe, I can offer feedback as to why I don’t want to get Benefit emails anymore.
After I hit Submit, I get a confirmation. Simple, right? And yet, it’s a crucial step missing from many preference centers.
I do think the share icons are a little weird to include on an unsubscribe page, but overall, I give major props to Benefit for making their preference center easy and breezy.
For more helpful tips on creating a terrific customer experience, don’t miss Michael Della Penna’s post
on the New School Marketing blog.