Don't Make This Harder Than It Is
"I am still unsubscribing from lots of emails in an email account that I no longer wish to use," writes Tamara Gielen in a post at BeRelevant!
"While doing so, I've come across a couple of practices that make me want to scream." In truth, she has encountered more than a few worst practices, and her list of rage-inducing issues sounds all too familiar. Here are some of the lowlights:
Making the recipient log in to unsubscribe. "I usually don't remember my login details, and asking for a password reminder results in more email in my inbox," explains Gielen.
Using a word other than "unsubscribe" to label the unsubscribe link. Hiding the link behind words that obscure its purpose will only frustrate your subscribers.
Using a miniscule font size legible only with the aid of a magnifying glass. "I wear glasses because I have bad eyesight," she says. "Don't remind me of that every time I want to unsubscribe."
Sending an email to confirm the request. According to Gielen, a simple confirmation at your website will do.
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Not only are these unsubscribe practices Tamara writes about annoying, but most are a violation of the U.S. Can-Spam Act. As of the new regs from last July, you can no longer require a login or any other roadblock to a consumer unsubscribing from your list. The unsubscribe mechanism must be clear and conspicuous- so a teeny font or confusing unsub link language is also a violation of the law. Finally unless your unsubscribe process is email-based, which is not recomended, sending a confirmation email to someone who just told you they did not want anymore email from you is dangerous. Especially if your confirmation contain more advertising, reasons not to unsub, etc. Use a web-based mechanism and a web based confirmation page and get as close to one click unsubscribe with real time removal as you possibly can.