Are Snarky Opt-out Messages Worth it? You be the Judge

Many subscription sites are using some lighthearted copy that borders on passive-aggression. Is this an effective tactic? What do you think?

Many subscription sites are jumping on the snark bandwagon, daring people to opt-out of newsletters and subscriptions in the hopes of a higher opt-in rate. We do enjoy some of these as they are funny and amusing but we wonder: Do they work?

Things for you to think about before you try this tactic on your site:

Humor is a great way to ease an awkward moment, but sometimes humor can go too far. There is a fine line between snark and condescention that is often blurred. What will your audience tolerate?
Does the “joke” work with or against the brand? If it maps to your brand personality and style, it can work really well and be effective. If a snarky opt-out does not fit with the style and personality of what your brand stands for – there is a higher risk of this back-firing an alienating your audience and subscribers.
Just because you want a higher opt-in rate, that doesn’t justify doing something that will potentially alienate your relationships with your customers. How do you know if you should go snarky or just play your opt-in straight? TEST! Test your jokes, test the design, test everything. Don’t just measure your opt-in rate either, look at opt-outs and also compare post-sign-up metrics that show engagement with your brand and offering. Compare your non-passive aggressive opt-out against your passive aggressive opt-out over time looking at these metrics. Your data will tell you what you need to do!

Without further ado, here are some shining examples of snark:

1. I reject my 15% off coupon

2. No thanks, I want my competitors to know first

3. No thanks, I’m not looking to lose weight

4. No thanks, just give me the goods I came here for

5. No thanks, I’m not interested in $10,000

6. No thanks, I’m not qualified

7. No thanks, I don’t like discounts

8. No thanks, I don’t want my free eMagazine

9. No, leave me alone forever, you fat idiot

Note: This is from a checkout page of comedian Louis C.K. We don’t recommend being so brash, unless of course you are a comedian. Still, it made us laugh!

What are some of your favorite examples of snarky opt-out messages?

Brian Hood is a contributor to Subscription Insider