Opt down is a communication preference that reduces the frequency, type, or types of messages. Businesses also hold subscribers by showing them that this could be personalized and that their users will keep themselves engaged rather than being spammed. These options include strategies like receiving weekly instead of daily mail, selecting content categories, and switching to SMS instead of push notifications.
Another alternative to opt down is the complete opt out method, whereby users unsubscribe and sever all communication forms.
How opt down counts
- 50% of consumers prefer brands that give them control over communication frequency.
- 68% of users will unsubscribe entirely if they don’t have the option to adjust their preferences.
- Brands that use opt down strategies see a 20% higher engagement rate than those that don’t.
- In 2025, personalized communications are expected to reduce email churn or bounce rates by 35%, making opt down strategies fundamental.
The word is in
Letting people control their inbox instead of hitting the eject button? Now that’s a win. Giving subscribers opt down options (instead of a one-way ticket to ‘Unsubscribe Land’) keeps them engaged on their terms. Less inbox fatigue, more meaningful connections – everybody wins.
Letting customers tweak their email preferences (instead of forcing an all-or-nothing choice) means fewer rage quits and more engaged subscribers. Less “Ugh, too many emails!” and more “Yeah, I actually want to read this.”
Real-world applications
One of the most well-recognized companies, HubSpot, does this through an opt down strategy regarding email communications with their customers. Rather than asking users to unsubscribe to their emails, HubSpot allowed subscribers to scale back the frequency of their communications.
By doing so, the company retained subscribers interested in their content yet did not want to receive many emails. Providing this option allows HubSpot to reduce the unsubscription rates of its emails and improve their engagement. In this way, users appreciate such flexibility, enhancing their experience and increasing brand loyalty related to HubSpot.
Another example is Spotify, a global music streaming service, which implemented an opt down feature to control how often promotional emails were sent to users. When users indicated they wanted to hear less from the platform, they could decrease the emails they received. Giving users more control over the frequency of communications, Spotify maintains a far more active user base and does not alienate those who opted for less frequency.
Solving the biggest opt down hurdle
Challenge: Users ignore the opt down option
Many users don’t know they can down-subscribe rather than unsubscribe altogether. If this option is not visibly offered, they might leave for good.
Solution: Improve visibility and simplify choices
- Place the opt down option above the fold in unsubscribe pages.
- Use bold CTAs, like: “Too many emails? Change your preferences instead!”
- Offer simple selection options. For example, choose ‘send an email every week’ instead of ‘send daily.’
Your checklist for getting opt down right
- Make opt down options visible on all unsubscribe pages.
- Provide choices, such as less frequent emails or topic-based selections.
- Explain in clear language how changes in preferences may bring benefits.
- Testing various opt down strategies, like in-email preference links.
- Tracking engagement rates to ensure the system is in effect.
