Early this morning, I was woken up by a constant pinging sound coming from my Blackberry.Â Yes, I know I could turn it to silent or even off, but what can I say, I’m attached (they don’t call them “crackberries” for nothing).Â After a few more hours of tossing and turning, I woke up to review the 47 new emails I’d been receiving since 4:30am.Â I didn’t find a note from Grammy, or a funny story from my cousin in France, but rather promotional email after promotional email.Â Ick!Â I’d had enough.Â I was going to unsubscribe from all of them!
As I begin to go through and click unsubscribe at the bottom of each email, I was shocked at where I was taken. Pages where it appears I may have actually been signing up for more emails then I was unsubscribing from! It was a nightmare.
Then, I came to Amazon.com.Â I know we’ve used Amazon often as an example of how to do online optimization well, but they just do such a great job I can’t help but share.Â Here’s what they did to not only make it easy to unsubscribe, but actually made me consider NOT unsubscribing:
1. They remembered me!Â Nearly all other sites had me enter my own email address.Â Hello, I got to this page by following a link at the bottom of an email you already sent me, shouldn’t you know who I am?!?
2. Their button was labeled “Confirm Changes.” I know this may seem simple, but when you’re given the option of either “Submit” or “Cancel,” and you’re trying to cancel a subscription to a promotional email, clicking on the button labeled “Cancel” is tempting.
3. They sent me a follow up email on the changes I’d made. I know some people may be frustrated by receiving another email after you just asked not to be emailed anymore, but for me, it was nice to know that my request was received.Â I think we’ve all been in a situation where we seem to unsubscribe from the same email over and over again, and yet continue to receive it.
While we hope that those you email won’t choose to unsubscribe, giving them an easy way to do it (that puts the customer first) may help them reconsider.