Director at Direct Hit Marketing
27 May 2010 06:53am
Here's an interesting one. The regulations say that email marketing should offer a simple way to unsubscribe. Having recently opted out from Econsultancy's newsletters, I wondered - if I have to sign in (and therefore remember my password) first, is that legitimate? It certainly seems unusual.
CEO at Econsultancy
27 May 2010 09:35am
It's a bit of a trade off... The easiest way to unsubscribe is a one-click link.
However, there are at least two problems with this.
Firstly, we used to have this and because it typically relies on a specific URL/link to work then it can easily be faked/spoofed and we had an instance where someone ran a script against our Member Directory to mass unsubscribe people who hadn't actually wanted it. So log-in solves this problem by better indentifying the user.
Secondly, we have at least four different types of email. The newsletter is just one. But there are the daily alerts, the survey invites etc. We allow users to fine tune their email settings as some people don't want the newsletter but do want the alerts, or vice versa. The only way to allow this level of user control is to have them log in and then update their settings.
I don't think what we do is unusual for this sort of a service. For a simple service e.g. just a newsletter where you only put your email in in the first place then a one click unsubscribe makes sense.
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