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.
