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Jul 1, 2011 Bookmark and Share

Unsubscribing to newsletters

I’d recently left Australia to set up Itomic’s UK office, which meant that many of the e-newsletters I had signed up for were no longer relevant to me.

Like many people, I did not spend time creating a list of companies I subscribed to and contact them, instead, when I received an e-newsletter I no longer wanted I clicked on ‘unsubscribe’ and that should be it, right?

I was very surprised at the different steps I had to go through, for such a simple task.

Some companies made it very simple: a one or two click process, but some companies made the process much harder.

It gave the impression that some organisations had made unsubscribing easy enough to be on the right side of legal, but hard enough to put you off doing it.

I like to think that as the MD of a web company, I’m pretty savvy at completing online instructions, but some of the paths I was taking down made the task far too onerous.

This is a real shame, as some of the companies doing this I had really liked, but they’d left me with a negative feeling about them rather than positive.

It may be just that some companies pay little thought to how to say good-bye to a customer and all their time on saying hello.

Whatever the reason, it seems to me good business sense to make unsubscribing easy, as you never know when a client may want to return or when they will refer you to someone else.

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