I’ve spent a LOT of time this week unsubscribing from newsletters, mailing lists and the such like. Why? Because all of the ones I’ve unsubscribed from, I never actually signed up for and a constantly clogged inbox is no good for anyone.

This behaviour seems to be happening over and over again and frankly, it’s annoying. When did it become ‘ok’ to do this?

Obviously, once your email address is on a list, the list gets around and all manner of companies, PRs and whoever feels like it will feel compelled to send you an email you ‘NEED’ to see.

What has really struck a chord with me is the complete mess that is the ‘unsubscribe experience’. Seriously, what is going on here?

Now, in an ideal world, I click or tap the unsubscribe link and that’s it, I’m done. That would be ideal, right?

Unfortunately, this isn’t the case and time and time again I end up on a page where I’m presented with a multitude of options:

Pause emails for X months. Every checkbox ticked for emails I didn’t even realise I’d signed up for. Go to my ‘preference centre’. Present me with ALL of the options to tell you why I no longer want to receive emails from you (many many check boxes). Show me a page before I can even unsubscribe, confusing me with so many things that I may give up. Ask me to login and update my subscriptions.

The list goes on…

So, we have two things here. Emails I did sign up for, and emails I didn’t sign up for. Either way, the experience of unsubscribing from something is very broken.

I should, realistically, be able to click on a link, be taken to a page and have confirmation and assurance that my email address has now been removed.

A real world example:

I go to a night club and I end up staying for a few hours.

There’s one way out, which is the front door.

When I approach the door, no one is asking me a multitude of questions about why I am leaving, stopping me from completing a task that is really simple.

I leave the club.

I’m out.

It was my choice to leave when I decided.

Why are companies forcing people down another route, asking them if they are sure they want to leave their mailing list? My choice was to unsubscribe and I clicked that link so I am genuinely wanting to leave.

Example 1: Netflights

I received an email from Netflights. I DID sign up for this, however I don’t want to be on their list any more, so I decided to leave.

First thing’s first – I need to find that unsubscribe link.

We’re good. I can see the link, it’s at the bottom, it’s clear and I can click on it! (BONUS).