7 May

Jetsetter’s Email Preference Flow

Email unsubscribe flows are typically binary: either super simple to unsubscribe (how it should be) or super convoluted (having to uncheck preferences, confirm email addresses, etc). This is a clever flow by Jetsetter because it is in fact super simple (just one click)… but it gently ‘upsells’ users: “How about just one email a month?”

First, that’s such a gentler, kinder way to ask for email access than having me check a slew of boxes.

Second, it comes after they have unsubscribed me – so there is established trust. When they say “just one email a month”, I believe it.

Lastly, Jetsetter promotes their Facebook and Twitter pages. If you are going to lose an access point to your customers – might as well push other avenues to communicate and interact with them.

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