Unsubscribing from websites and newsletters has been a regular chore for me lately. I’m unable to grasp how many places I’ve been registered to receive hundreds of mails I never read. Sure, once in a while I get a lucky break where some interesting read makes its way to my mailbox at the very time I intended to read on the very subject. Anyways, I am having too much trouble accepting the harsh tactics of marketeers who are so sticky (even on the web!) that it’s just a nightmare getting detached!
Why can’t companies respect the choice of exit? In fact, it’s better for companies to only have consciously-chosen lesser subscribers than just having just a huge number – but that’s just my opinion. Spam nowadays is produced even by big and popular brands; who also make it very difficult for you to exit. I have cut down on the amount of mails sent to me, by first investing lots of time in going through one of the worst implemented online features – Unsubscribe.
Someone out there needs a spiritual lesson on the subject of detachment 
Let’s go over few points that make the process unfriendly and almost abusive:
- Log in to unsubscribe – You want to distance yourself, and they want you to “update” your account details, but still remain connected. In case you have forgotten your account details, password etc, that’s it. There’s no way to unsubscribe immediately; first you need to retrieve the password and guess what – you just allowed 3-4 mails in your mailbox in order to successfully complete the unsubscribe process. Imagine doing this for 50 different newsletters!
- Tiniest possible font size - The word “Unsubscribe” is always in the tiniest font supported by the web. And at times, companies smartly disguise the word itself. So, you won’t find the actual word link “Unsubscribe”, but some un-identical twin of the same.
- Confirmation mail - This is real funny. I’m trying to cut down or eliminate the number of mails I receive, and the company plans to have the last laugh by slapping a confirmation mail, saying you’ve successfully unsubscribed.
- Survey form - This is not a mandatory step, but it’s still very annoying. How many human users are actually going to consume our survey details on the other side – I always wonder. And so…more seconds and minutes are spent than intended – in going through the exit door.
- Confusing language - I’ve come across some really clever and crafty unsubscribe process, where they reverse all options, such that when your ignorance and impatience deselects from the newsletters, it’s actually re-confirming your subscription, and giving them a bonus of identifying you as a valid human user!
A simple 1-click, no-questions-asked-unsubscribe-process is what is really needed. And few companies have done it, admirably. And if companies must use lengthier approach – giving them few points in favor – of them being in business, they should at least consider one or more of the following techniques to make the process less painful:
- An option to provide alternate email address, where you wouldn’t mind collecting spam that you may search in and read from, later
- An option to reduce the frequency or club as a digest mail or read from web
- An option of optional content you can further cut down on
Lastly, sharing few random screen shots of several exit process and options…
Be user-friendly even while parting.
Vishal Mehta is a usability professional who loves to play chess and has a strong eye for details. He’s also the CEO of IDYeah Creations, a UX practice in Pune, India. Vishal is also a guest blogger on UXBooth, Technorati, BlogCritics, and SAP Community Network.
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