Page Types Overview

Newsletter Management

42 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 42 annotated “Newsletter Management” design examples from Baymard’s UX benchmark of 63 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

Newsletters are still the main way most e-commerce sites communicate with users on a regular basis. Yet, our large-scale usability testing of Accounts & Self-Service features revealed that many e-commerce sites have sub-standard newsletter management features. To take just one example, we’ve found that the second-most common reason why users unsubscribe from newsletters is because they get too many from a specific e-commerce site. At the same time our testing reveal that many e-commerce sites don’t even allow users to adjust how frequently they want to receive newsletters — forcing many users to simply unsubscribe entirely from the site’s newsletters.

More ‘Newsletter Management’ Insights

Our quantitative study of why users choose to unsubscribe from e-commerce newsletters.

  • We also observe that the online newsletter management interface often fail to use recognizable terminology to make it easy for users to locate and understand their newsletter subscriptions, along with often suffering from issues related to how users actually “Apply” changes to their newsletter setting.

  • Learn More: Besides exploring the 42 “Newsletter Management” design examples below, you may also want to read our related article on New Research Findings on ‘Accounts & Self-Service’ UX”.

  • Get Full Access: To see all of Baymard’s 65 design guidelines on Accounts & Self-Service pages and features you’ll need Baymard Premium access. (Premium also provides you full access to 54,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)


Arrow (2020)

2 adhered 0 violated

Cole-Parmer (2020)

1 adhered 0 violated

Rakuten (2019)

4 adhered 0 violated

J. C. Penney (2019)

2 adhered 2 violated

Victoria's Secret (2019)

2 adhered 0 violated

Gilt (2019)

2 adhered 1 violated

Grainger (2019)

2 adhered 1 violated

Office Depot (2019)

2 adhered 1 violated

Disney Store (2019)

2 adhered 2 violated

Costco (2019)

1 adhered 3 violated

Ann Taylor (2019)

1 adhered 3 violated

Microsoft (2019)

1 adhered 2 violated

Dell (2019)

1 adhered 3 violated

Apple (2019)

1 adhered 3 violated

H&M (2019)

1 adhered 3 violated

GAP (2019)

0 adhered 3 violated

HP (2019)

0 adhered 2 violated

Argos (2019)

0 adhered 4 violated

Hayneedle (2018)

4 adhered 0 violated

L. L. Bean (2018)

3 adhered 0 violated

Williams Sonoma (2018)

3 adhered 1 violated

Crutchfield (2018)

3 adhered 0 violated

Wayfair (2018)

3 adhered 0 violated

John Lewis (2018)

2 adhered 3 violated

Etsy (2018)

2 adhered 3 violated

Crate & Barrel (2018)

2 adhered 1 violated

Northern Tool (2018)

2 adhered 1 violated

Home Depot (2018)

2 adhered 2 violated

B&H Photo (2018)

2 adhered 1 violated

Amazon (2018)

1 adhered 4 violated

Staples (2018)

1 adhered 1 violated

Best Buy (2018)

1 adhered 3 violated

Lowe's (2018)

1 adhered 2 violated

Macy's (2018)

1 adhered 2 violated

Overstock (2018)

1 adhered 3 violated

Kohl's (2018)

1 adhered 2 violated

Sears (2018)

1 adhered 3 violated

Urban Outfitters (2018)

0 adhered 2 violated

Nike (2018)

0 adhered 3 violated

Target (2018)

0 adhered 3 violated

ASOS (2018)

0 adhered 4 violated

Walmart (2018)

0 adhered 4 violated