Best. Unsubscribe. Ever.

A few years ago, Groupon had the distinguished title of “Best. Unsubscribe. Ever.”

They’ve since changed it, but thanks to YouTube, you can see a version of what it used to look like:

YouTube Preview Image
Can’t see the video above? Try watching on YouTube.

Pretty awesome, right?

But the days of Groupon being #1 are over. There is a new leader in the “Best. Unsubscribe. Ever.” category: Hubspot.

This is what happens after you opt-out of all Hubspot email:

Hubspot Unsubscribe

Before we even discuss the video – which is amazing – check out the rest of the page.

1. “Your changes have been noted.” – Big font. At the top. It’s pretty clear what action you – the (un)subscriber just took. I feel like there is a bit of psychology to that sentence too. While there is no argument it was my choice to opt-out, that sentence makes me fell just a bit guilty. Know what I mean?
2. “We already miss how close we used to be.” – After that slight bit of guilt, now they drop some humor. Well played.
3. “How about a second chance?” – More humor, but this time with a clear, strong call to action. Since you are already unsubscribed, why not take the opportunity to connect with Hubspot on its social media channels? Facebook. LinkedIn. Twitter. Google+. Simple. Easy. Smart.

One suggestion: Similar to what Groupon used to do, I’d put a “Resubscribe” button somewhere on this page. Make it big (but not too big) and give folks a chance to opt back in. Why not try, right? This would be easy to track as well.

Okay.

Ready for the video?

Wow. Awesome. Wow. Awesome.

Hubspot Unsubscribe Video
Can’t see the video above? Try watching it here.

What do you think? Am I right? Best. Unsubscribe. Ever.

Well played, Hubspot. Well played.

 

DJ Waldow
Waldow Social

P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!


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43 comments
pileroux
pileroux

I too received the email from HubSpot. I thought it was humorous but frankly it didn't change my view on HubSpot tactics of sending me more and more irrelevant offers / content. So perhaps it has helped them  from an awareness point of view with a different audience,  but as an effective touchpoint/mechanism trying to re-engage me with them, it failed.

Siphe
Siphe

I loved that video! I completely agree with the title of Best Unsubscribe Ever. Even beats the old Groupon one

TriciaFoster
TriciaFoster

And just a side note I loved the video, made me laugh out loud and is one of the reasons I open nearly every HUBSPOT email, invite, message sent to me :-)

TriciaFoster
TriciaFoster

Jason, Perfectly Said!  Had the privilege of using HUBSPOT in a past life and it is a completely amazing product and company.  I only ONLY really REALLY wished Cisco were currently using HUBSPOT (although quite candidly it may make it so easy there would be no longer a need for me)....hmmm....let me give it some thought.... As always,  Tricia

Jason Stone
Jason Stone

Thanks for sharing this. I would have never seen it otherwise. I mean, why would you unsubscribe from Hubspot? =)

KasenPoint
KasenPoint

54 seconds? Honestly, I was tired of it after 25 seconds. Way too long, and also a bit strange, but not humorously strange. It was trying too hard as if a team was thinking, "hey this might go viral." However, I think the unsubscribe without the video is great. If you're going to include a video include something that is content related to the site that might make them rethink if there's information they might be missing. 

Karen Eason
Karen Eason

I know I am in the minority, but I am not a big fan of the video.  Just as if I were breaking up with a man, it makes me feel uncomfortable inside and leaves me with the feeling of Hubspot desperation.  Sorry :(    I like the layout and wording very much, and do agree that a resubscribe button is essential.  Depending on the month, I manage up to fifteen different email accounts, as well as Yahoo groups, FB, Twitter, and sometimes I am working so fast, I may unsubscribe in error (meaning I chose the wrong company to unsubscribe from).  A resubscribe button would be time efficient and appreciated.  I also appreciate the option of catching up with Hubspot on one of the other social media sites, which may be a better fit than email.   I am not sure if Hubspot offers content via podcast, but I would really appreciate companies going in this direction and producing podcast content which duplicates the email content (in an appropriate way).  For many, it may convert the unsubscribe to a podcast subscription.  We are all very busy people trying to keep up with the things we enjoy, but time in front of the computer is usually designated for MUST DO's and reading another email is not often met with a happy heart these days..  I like to keep abreast of things in my car and while running errands, etc., which is why podcasting works for me.  Personally, I think everyone should really rethink the whole email marketing strategy, but that is simply an opinion on my part.

Brian
Brian

Great Share DJ.....and very well done HubSpot - as usual!

merylkevans
merylkevans

Nah ... Groupon wins. They don't require captions. But then those who can't see won't appreciate it just like those who can't hear can't appreciate Hubspot's version. Had they captioned it ...

meganfeltes
meganfeltes

To Andrew's point, I think the takeaway is leaving people with a good feeling about your brand in what could be an icky situation. You may not inspire people to re-subscribe, but that's perfectly ok. They don't want you in there inbox, but that does not mean they want to sever all ties. The fact that the opt-out process itself is easy to maneuver is step one. I love the idea of going the extra step to inject some brand personality into it. Of course, a humorous approach won't work for every brand out there, but it is an often overlooked opportunity to create a meaningful, memorable experience for people.

Andrew Kordek
Andrew Kordek

So as the former email optimization guy at Groupon who was there the day the ubsubscribe thing went viral, I can tell you that having it did not make a tremendous impact on people unsubscribing.  I forget the actual number, but it was uber low.  It was a neat concept and while i had no influence on it being made (it literally was done when they were like a 30 person company..and I was employee like 120 or something) I wanted to blow it up and have a series or at least give the subscriber a choice of what to do to "Derek".  There were quite a few companies that tried to replicate this very concept and to some degree did it well, but having this sort of thing has no revenue/material impact on the program long term.

Andrew Kordek

@andrewkordek 

MikeVolpe
MikeVolpe

Thanks DJ.  We drew inspiration from Groupon for sure - I've been talking about their video in my presentations for a long time!  Glad you enjoyed what we did.

lauraclick
lauraclick

THAT. IS. AWESOME. How could you not want to re-subscribe after that?

RichTucker
RichTucker

Awesome.  "I'm on Linkedin a fair bit".  

Thanks for sharing DJ!

djwaldow
djwaldow moderator

@KasenPoint Ha. Really? I have a VERY short attention span and they kept me watching the entire time. I even watched it 4x! Interesting, but a good point. Appreciate you weighing in.

Latest blog post: Being Totally Honest

djwaldow
djwaldow moderator

@Karen Eason Totally appreciate your perspective! Curious - very very curious about your last statement: 

Personally, I think everyone should really rethink the whole email marketing strategy, but that is simply an opinion on my part.


Care to expand?


Latest blog post: Being Totally Honest

djwaldow
djwaldow moderator

@Andrew Kordek Thanks for adding that insight, Andrew. I would have figured the "re-subscribe" option would have ... well ... helped. I guess not.

That being said, it sure did get Groupon some press. Not entirely a bad thing, right?

djwaldow
djwaldow moderator

@MikeVolpe I didn't enjoy it. I freakin' LOVED it! What do you think of my suggestion? Have you all tested adding a "re-subscribe" button? Would love to see how that would work...

djwaldow
djwaldow moderator

Totally @lauraclick! That being said, as I mentioned above ... I'd love to see what kind of re-subscribe rate they would have if the option was there. Ya know?

KasenPoint
KasenPoint

Well, I guess I'm in the minority on this one, but that's OK. Life wouldn't be interesting if we all agreed ;) So, what are your thoughts on this marketing video? Someone recently sent this to me so I have no connection to it. http://pizza-compass.com/ I'll without my opinion for now except to say that I kept watching to see if the pepperoni would slide off ;)

dshah
dshah

@djwaldow @KasenPoint I actually had to watch it a couple of times in order to catch all the nuances.  And, I actually work for HubSpot.  

Thanks for the post -- it looks like it's done well on the Interwebz.

Karen Eason
Karen Eason

@djwaldow @Karen Eason  I fear that would be a very lengthy post.  If you would like me to send a full primer on my thoughts, email me your address and I will be glad to share my opinion.  In short, from my perspective, I see these new email marketing strategies as throwing a lot of "poop" at the wall which tends to lack meaning or the ability to engage the recipient, or a clear understanding of what they (the persons receiving) want from you or what they (the persons receiving) can do for you in terms of the bottom line. One somewhat small example: I was an early adopter of e-shopping and opened an email account just to receive "exclusive" emails from my favorite stores so as to receive "exclusive" coupons to spend my money.  That worked for awhile and was worth my time to open the email.  Now, I get bombarded with a ton of crap emails that take me to the main website with the same ad and sale everyone sees.  So NOT worth my time to open that email, because I can simply go to the site myself if I want to purchase an item, but I may or may not do so depending on what else catches my eye.  Now, if you were sending me meaningful content, such as style suggestions geared towards my preferences and body type, and included a coupon just for me taking the time to review items I would be inclined to purchase (so as to provide me a meaningful experience) than I would be more invested in the process of seeing what you wanted to sell me.  Additionally if you were to engage me with meaningful content regarding something I wish to learn in a format I wish to learn it, then I am vested in the process and we are in a meaningful relationship of which I would continue because it has meaning and purpose.  You must think of the consumer's time as their money and with each email you are asking them to pay you with this very short supplied commodity....so what are you giving them for their money?  Can what you are emailing be delivered in a more fun and engaging way?  Lord, I hope this makes sense :)

Andrew Kordek
Andrew Kordek

@djwaldow True story...when it went viral apparently people were sharing the link for the NYC version and I got a call from an engineer saying that they were seeing a HUGE spike in unsubs from the NYC area. It was a rather ominous call, but we were eventually able to correct and redirect..but it was funny.

Anon
Anon

I'm obviously not thinking like the rest of you, I HATED it completely and utterly.  It was stalky and completely creepy.

djwaldow
djwaldow moderator

@Karen Eason @KasenPoint FWIW, I keep getting you both mixed up. Karen Eason and KasenPoint. Ha! Pretty close. Good point Karen about creating negative emotions. I'm no expert in the human psychology angle of this - not by any stretch of the imagination, but my gut tells me that tugging at someone's emotions can be effective. 

Latest blog post: Being Totally Honest

djwaldow
djwaldow moderator

@KasenPoint Ha. Totally agree that disagreement creates discussion and dialogue which in turn makes life more interesting. See? We agree. Ha! I just watched that video you linked too. My initial thoughts - creative, pretty funny, but maybe a bit long? Then again, if it works for them then it ... works. Really do appreciate your thoughts here.

Latest blog post: Being Totally Honest

Karen Eason
Karen Eason

@KasenPoint I tried to reply to the Pizza Compass spot, but I was told I was posting malformed information...??  The ad did prompt me to do some research because I was wondering how much human neurology was taken into account when putting these spots together.  It appears there are companies doing it.  For what its worth, I think this is where the future is...

One of the points I made in my post that went nowhere was "why would you want to illicit negative emotions in the first seconds of an advertisement?

Is there something LACKING  in your life, .....DEEP DEPRESSING DISSATISFACTION WITH EVERYTHING? 

REALLY? It seems very counterproductive to me, but since I am just a regular gal, perhaps I am missing the point.  Perhaps digging up deep negative emotions from my subconscious is really going to make me love your product. I suppose whatever works....

djwaldow
djwaldow moderator

@dshah Thanks Dharmesh. Appreciate you and the other Hubspotters sharing it. It's done VERY well to say the least. Wait till you see the blog post I'm publishing later today. It will show some #s from Google Analytics. Suffice to say, this post is now the 2nd most viewed page on WaldowSocial.com ... OF ALL TIME!

Latest blog post: Being Totally Honest

djwaldow
djwaldow moderator

@Karen Eason Good points, for sure. And I agree that some email marketing is reverting back to the more "batch and blast" methods of a decade ago. There is no reason why a link should take you back to the main site when it can just as easily go to a specific landing page. Don't make me work for it!

That being said, I think many marketers are using email to "nudge" their community to go back to its website. Make sense?

And again, I TOTALLY agree with you that email marketing should be - as I often say - timely, targeted and valuable. Let's add ENGAGING to that too, shall we?

Thanks again for your comments!

Latest blog post: Being Totally Honest

djwaldow
djwaldow moderator

@Andrew Kordek Ha. Too funny! Thanks for adding that to this conversation.

Latest blog post: Being Totally Honest