Don’t Cop-Out On Your Opt-Out

From: Old Navy
Date: 05/01/2015
Subject Line: We Can’t Buy Your Love

Old Navy Opt-Out Email

Let’s face it, opt-out emails are scary — you worked hard to get those subscribers. A bad list though, and it’s straight to the junk folder. I suggest your opt-out email remind them WHY they signed up in the first place. If it’s for your spectacular products, make them the focus. Your unique style? Show it with an amazing design. Maybe it was an added bonus they received by signing up, so throw in an offer they can’t refuse. For Old Navy, it’s their spunky attitude and great deals, so that’s what they put into their opt-out email. I love the wording they chose, both in the subject line and email — it’s right on target with their style and audience. The design, however, leaves something to be desired… but for the brand it still works.