Creating subscription and unsubscribe forms

This topic describes how to create forms for users subscribing to and unsubscribing from newsletters. On request, Optimizely creates customized subscription and unsubscribe forms for you. To do so, contact customer support.

Required data

To subscribe to a newsletter, you typically need at least a user's email address. Generally, you want to additional information from a user, to address recipients personally. When requesting information, distinguish between required and optional fields.

To comply with legal provisions, you must also specifically identify any personal information that is required to make use of a service (only applies to email addresses), and any personal information collected with or without the user's knowledge. With respect to your subscription form, this means:

  • The only required field is the recipient's email address.
  • Other fields are optional (because they are not absolutely necessary to receive a newsletter). The personal information collected in them is provided voluntarily. These may include a user's interests, age and place of residence (or zip code). The user can select from a list of interests by clicking check boxes. Age and zip code can be selected from a list. This information does not require the recipient's declaration of consent. If you want to make these required fields, include a reference to the rules on data privacy protection.
  • Personal information collected without a recipient's knowledge that occurs through that recipient's actions (click data), for example, by opening a newsletter, requires the recipient's consent.

    Each data field in a form must have a corresponding recipient list field to which the data is imported.

Creating the design and text

The design of form pages should be as simple and clear as possible. Ideally, the user should not need to use the scroll bar to reach the bottom of a page. This means that the fields used in a form, data protection notices, and the Send button should be arranged so that they display in the most commonly used screen and font sizes without needing to scroll.

If the form is to be integrated into your web page, for example, your shop site, specify your frame size (width in pixels). In this case, make sure that your website's HTML code supports scroll bars; otherwise, the form may not display correctly.

Using an HTML template

A good idea is to send Optimizely the pages as HTML templates. You need a separate template for each page (for example, subscribe page, unsubscribe page).

If you use this option, texts (except error messages) must be included in the template in their final form. In addition, specify the error messages to be displayed if a field is not completed or filled out incorrectly.

If you want to provide the template as a graphic, send the text in a separate text file.

Displaying error messages

Indicate which error messages should appear and where they should be displayed. For example:

Error Error message Where to be displayed
No email address entered Please enter an email address. Next to email input field
Consent not provided You must confirm that you want to receive this newsletter. Next to check box
Required field not completed Please complete all required fields. Next to the applicable field

Error messages should appear as text directly above, alongside, or below the applicable field in a form. Alternately, they may appear at the top of a page, with a reference to the applicable field.

It is best if error messages are placed as close as possible to the referenced field, so their meaning is clear. Highlight the relevant field in color. Specify the font size, color and other style elements (background color, frames and so on) to be used in error messages, or provide Optimizely with a graphic template.

Specifying confirmation texts

Specify text to display on the confirmation page (after registration is completed). Specify a sample layout (see above).

Setting up a confirmation email

If subscriptions use a confirmed or double opt-in process, you need to send a confirmation email to the recipients. Optimizely can set up this email in your Optimizely Campaign clientThe working environment of Optimizely Campaign. A client is a stand-alone and closed system that serves to organize your mailings. Campaign users can use one or more clients for your scenario. so that it is sent automatically when a subscription is submitted. You can manage the content of this email through Optimizely's systems and change the texts at any time.

To set up a confirmation email, specify the following information:

  • Type of email (text, HTML or multi-part)
  • Name and email address of sender
  • Subject
  • Personalization (for example, salutation)

Handling user-provided data

Recipient data is forwarded to a recipient list in Optimizely Campaign. Only data for which a corresponding field exists in the recipient list can be recorded.

You should first decide if you want to use an existing recipient list in your client. Which fields are available are determined by the fields in those recipient lists.

To create and manage recipient lists, see Recipient lists. In general, the following apply:

Form field type Recipient list field type
Free-form text Text
Pop-up menu Text (with set values)
Age, zip, and so on Numerical
Check box Boolean (possible values are true and false)
Option Text, numerical or boolean

Sample text and forms

The following are sample texts and forms. You may use the texts either as they appear or in modified form.

Data privacy notice on use of personal information provided voluntarily

Your personal information will only be stored if you provide it to us voluntarily, for example, when registering, completing a survey or as part of a contract. By providing this information to us, you are indicating your consent to the storage, use and processing of this information. We will not disclose your information to third parties without your consent. You may withdraw your consent to the storage and disclosure of your personal information at any time.

Data privacy notice on the use of data collected without the user's knowledge and stored in aggregate form

To personalize our newsletters and better address your specific interests, we analyze and store your clicks on links in our newsletters. We guarantee that the analysis and use of this information is carried out only in aggregate form and that under no circumstances will this information be transferred to third parties. By subscribing, you are indicating your consent to the collection of this information. You can cancel your subscription at any time. Your data will be deleted in its entirety upon cancellation.

Data privacy notice on the undisclosed collection of personal information

To personalize our newsletters and better address your specific interests, we analyze and store your clicks on links in our newsletters. We guarantee that the analysis and use of this information is carried out only in aggregate form and that under no circumstances will this information be transferred to third parties. By subscribing, you are indicating your consent to the collection of this information. You can cancel your subscription at any time. Your data will be deleted in its entirety upon cancellation.

Error messages

  • Please enter an email address.
  • Please enter a correct email address.
  • Please complete all required fields.
  • Please indicate that you accept the data privacy provisions and the terms of participation.

Confirmation page

  • Simple "Thank you" page: Thank you for your subscription to our newsletter, which will be sent to example@example.com.
  • "Thank you" page (confirmed opt-In): We are delighted to periodically provide you with information about what's new at www.example.com. You will receive an email shortly confirming your subscription. You may of course cancel the newsletter at any time. You will find an unsubscribe link at the bottom of each newsletter.
  • "Thank you" page (double opt-In): We are delighted to periodically provide you with information about what's new at www.example.com. You will receive an email shortly asking you to confirm your subscription. To confirm your subscription, please click the activation link contained in this email. You may of course cancel the newsletter at any time. You will find an unsubscribe link at the bottom of each newsletter.
  • Unsubscribe page: You have been unsubscribed from our newsletter.

Sample form

Image: Sample subscription form