I have the same thought each year as I trudge through my yearly Inbox Enema

There oughta be a better law for unsubscribing, and that law should look as follows.

  • All email messages sent from a subscription service shall include a single-click opt-out for unsubscribing
  • The opt-out shall be a clickable link in the header and footer of the message.
  • The clickable link shall be attached to and presented by one of two methods:
    • The (hypertext) word “UNSUBSCRIBE,” or
    • An image/button that clearly presents the word “UNSUBSCRIBE.”
  • Upon unsubscription, the service shall send a single message confirming that unsubscription is complete.

To further define “single-click:”

  • When clicked, the link shall directly unsubscribe them from all communications.
  • The user shall not be required to further login (provide credentials) or choose from a selection of opt-in/out preferences.

You may:

  • Present a page that indicates they have been unsubscribed.
  • On that page, include links to re-subscribe.
  • On that page, present a selection of opt-in/out preferences.
  • In the confirmation message, present any marketing information, resubscribe links, or opt-in/out preference links.
  • In addition to “UNSUBSCRIBE,” email messages may include links for opt-in/out preferences or any other related operations. But the “UNSUBSCRIBE” link shall directly unsubscribe them from all. 

† A weak single-click opt-out law already exists.


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