1 Good Reason – Social Marketing

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Dear e-Week Please Unsubscribe Me!

March 4th, 2008 · 1 Comment

BLUF- (Bottom Line Up Front)- Make your email unsubscription process easy and painless or risk your email reputation & create a consumer enemy.



newslettersAt some point about 2 or 3 years ago I accepted the free subscription to eWeek Magazine. OMG what a mistake! I have been receiving their junk in my email ever since.

Now I am sick to death of the Buyer’s Guides they keep sending me via email. I’m pretty technical and I can’t make my junk mail filter grab them. So I decide to unsubscribe. I want to meet the genius that dreamed up the idea that anyone would want to wait 12 seconds looking at an ad on their way to unsubscribing from their email list.

wait 12 seconds


So besides ticking-off a few people what does this really hurt? If people find it too hard to unsubscribe then they’ll just hit the SPAM button. That will chalk one up in the “bad boys” column for Z-D. It’s not likely that Z-D will be marked a spammer, but have you tried to unsubscribe from your email list recently? Here’s a handy guide to Unsubscribing in 2007 (it’s still relevant) from Lyris and a synopsys blog post too.

The next step in the process is to be presented with a list of over 50 newsletters (small portion of this list at right.) Now in the 21st Century you may think that a big company like Ziff Davis would have a computer that could tell me which of the plethora of stuff they offer I receive. NOT! So I try the easiest approach I just click unsubscribe, where I’m greeted with the cheery:


My delemma; A) I’m trying to UN-subscribe, not subscribe, B) I’m not sure which of the newsletters in your impossibly long list, I receive. C) I’ll ignore the poor grammar even knowing you are a Publisher.

I’m in a hurry, this is painful, I just don’t want your stuff in my mailbox anymore. Frustrated and confused, I select each and every thing on the huge list and UNSUBSCRIBE TO EVERYTHING FROM ZIFF DAVIS.

Now Ziff-Davis, you’ve wasted my time and frustrated me, and I’ll think twice before I ever subscribe to anything you offer again. And remember it’s the 21st Century I have lots and lots of alternatives to the information that you provide.

That should be the end of the story-except it isn’t. Because this isn’t the first or even the second time I’ve tried to get off of the e-Week lists, I’ve unsubscribed at least 3 times in the past 6 months. So if you know anyone over at Ziff-Davis please ask them to get me off of their damned list! OH, and Mr/Ms Ziff-Davis welcome to the age of Social Marketing where any fool with a blog can make trouble for you.

BTW, Gentile Reader you can subscribe and easily unsubscribe to this blog if you like it. The email subscription is a double opt-in process and the unsubscribe is quick and simple.

Enter your email address:
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I promise to remove your name from the list promptly if you encounter any problems.

Tanks for reading,



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  4. But…I’m not a SPAMMER!

Tags: Dear Mr. Reasonable

1 response so far ↓

  • 1 But…I’m not a SPAMMER! // Mar 24, 2008 at 3:21 pm

    [...] Your goal as a marketer and potential spammer is to guard against your recipient not tagging your email messages as spam. Unfortunately that is so easy in many email systems that people do it to messages that they shouldn’t. People use it as a quick and easy unsubscribe tool. Because of things like the Ziff-Davis fiasco I described recently. [...]

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