| Retention edition: Weekly Lifecycle Marketing and Klaviyo insights. Join 30,000+ brand owners, operators and marketers. Subscribe here. |
Hey all,
You spent money to acquire a subscriber.
Then, when they’re ready to leave, you send them to a page designed to process the unsubscribe rather than prevent it.
That’s the last click you’ll ever get from some customers.
Here’s how to make it count.
In less than 2 minutes, learn:
🎯 WEEKLY INSIGHT
Your unsubscribe page might be one of the most overlooked retention tools in your email program.
When someone clicks unsubscribe, they’re telling you something isn’t working.
Maybe the frequency is too high.
Or they’re only interested in sales.
They could love your products, but not want every email.
The mistake is assuming the only solution is to leave.
Standard:
Unsubscribe from our emails.
Better:
Maybe you don’t hate us. Maybe you just hate a cluttered inbox.
Let’s fix that:
☐ Send me fewer emails
☐ Sales only, please
☐ Show me the new products
☐ Take a 30-day break
Even simpler:
Too much?
That’s on us.
Choose what works better:
☐ Less often
☐ Sales only
☐ New releases only
☐ Take a break
Or this scenario we see everywhere…
Standard:
We’re sorry to see you go.
Boring.
Instead, try:
Not interested in every drop?
We’ll save you a seat for the big ones.
☐ Major launches
☐ Sale alerts only
☐ Monthly roundup
☐ Unsubscribe
Many brands make the mistake of trying to convince when they need to let subscribers find their own version that works for them.
The feedback you receive from these is priceless.
Action Item:
Click your own unsubscribe link in your email.
Does it let subscribers adjust frequency, choose content, pause emails, or join SMS instead of leaving altogether?
If not, get creative (see above).
Then test.
⭐ Takeaway: Your unsubscribe page is the final opportunity to have a conversation with your customer. Give them better options before you give them the exit.
📹 QUICK TAKE
Are your pop-ups sending enough shoppers into your flows and campaigns?
Allen and Sammy explain the opt-in benchmark that shows whether list growth is quietly holding revenue back.
🗞️ NEWS HIGHLIGHT
What changed: Klaviyo now supports minute-level gradual sending, letting teams release campaign batches as small as 1% per minute instead of only pacing sends by the hour.
Why it matters: High-volume retention campaigns can be paced more carefully to reduce site traffic spikes, protect deliverability, and give teams more control during launches, promos, and Q4 sends.
| THE COMMERCE LAB: STOREFRONT |
Catch the latest storefront CRO Insight
Your homepage may be creating an unnecessary step between product interest and purchase.
See what happened when one brand changed how shoppers could buy its hero product.
It’s a simple homepage test worth considering if one product drives a large share of demand.
👀 FROM LAST WEEK
Product subscribers need to know their subscription options before it’s too late.
This will teach them how to skip, pause, swap, or change a shipment during the onboarding process (not when they’re ready to cancel).
There’s a good chance your email program is underperforming.
Let's fix that → Book a strategy call.
Until next time,
— Allen