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Worst Unsubscribe Practices

I am still unsubscribing from lots of emails in an email account that I no longer wish to use. While doing so, I've come across a couple of practices that make me want to scream. I'll share them with you so that you can make sure not to do this to your subscribers:

  • don't make me log in to unsubscribe from your email. I usually don't remember my login details and asking for a password reminder results in more email in my inbox.
  • give me the chance to update my email address. I might still want to receive your newsletter at a different address but am too lazy to look for your newsletter sign-up box on your webpage.
  • give me an opportunity to cut down on the amount of emails you send me. Some senders send me more than 1 email per day. That's overkill. I do want to hear from you once in a while, just not every day.
  • give me the chance to say which emails I do and which I don't want to receive. I am not interested in everything that you send me. Give me a chance to choose the content I want.
  • don't use font size 6 (or 1) for your unsubscribe link. In some emails the footer text is so small that you need a magnifying glass to be able to read it. I wear glasses because I have bad eye sight. Don't remind me of that every time I want to unsubscribe.
  • don't make the links blend in with the rest of the text. Use some underlining at least so that I can easily recognize the unsubscribe link.
  • don't get too clever with naming your unsubscribe link. The word "Unsubscribe" is what I'm looking for. I recognize that word instantly. Don't make me read the whole footer. I'm unsubscribing, remember?
  • don't send me a confirmation of my unsubscribe request. A simple "you've been unsubscribed" on your website will do. Remember: I am trying to reduce, not increase inbox overload by unsubscribing.
  • use my email address in the To-line, not my name - that way it's easier for me to see which alias I've used to sign up for your newsletter.
  • don't make the "why do you want to unsubscribe from this list" survey question mandatory. I admit, I didn't see anyone doing this, but just in case you'd be tempted to do this: don't!

Have you seen unsubscribe tactics that make you want to scream? Please share!

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