Occasionally I get angry, don’t we all? Unlike most people the big stuff does not anger me, it disappoints or confuses me, but my anger is reserved for the small stuff. This may seem petty, but the anger comes from the fact that being so small, it’s easy to fix, so why is it still the way it is (wrong, that is) and not just simpler, easier, more friendly, after all shouldn’t that be the objective for everything?

Having been away from a week, I came back to a overflowing personal email account, one or two important emails in there, but the rest was trash, so I decided to have a clear up which led me to my first frustration;

Four (yes 4!) step unsubscribes

I mean, really? FOUR Steps. Now those of us who work with data, website sign ups or email confirmations, depending on where we live in the World, and our interpretation of local data protection and privacy laws can argue over single or double opt in procedures. I understand why double opt in – ( give your email address, they email you to confirm the owner of that address actually wants to get those emails) – but for a lot of the time, like us here at The Ticketing Institute are happy with a policy of single opt in.

I was amazed by the differences in the opt out procedure operated by some brands. Now the unsubscribe link in the email sent to me can and often is personalized to me. So surely, if I click “UNSUBSCRIBE FROM THESE EMAILS” the website owner knows who I am and what I want to happen, right?

Trip Advisor Simple Unsubscribe Screen Shot

One Click Unsubscribe from TripAdvisor – it’s not that hard, but top marks!


I do object, but understand the safety net many sites use, there are the ones where you land on a site that says “are you sure you wanted to do that?” with a simple YES – unsubscribe me or NO – I clicked by accident” but it starts to get a bit tedious when instead of giving you this simple two stage affair.

YPlan simple unsubscribe journey

Y-Plan don’t make you fill in your email, as they know it! Just one more click to an easy and friendly disconnect

King of this must be my attempt to dewiggle from Wiggle, who email me every day, despite never really opening them they continue to fill my inbox.

So, on clicking the unsubscribe button I get sent to a page that asks for my email address. Really? Ok, so with auto-complete, I can just type the first character and Chrome does the rest. Then I land on a page asking me all sorts of information, just take a look.

Wiggle Unsubscribe Process

Overloaded inbox, having to re-enter email address and then scroll through pages of details to, somewhere find the next part of unsubscribe – Painful!

Now, admittedly I am doing this on a mobile device, but isn’t that par for the course now? On the bus / train, it’s a great time to clean up your inbox, but I had three full screens to scroll through with confusing options on what I did or did not want to subscribe to. At last! Unsubscribe from all emails, there it is, and I am done, so am I!

my attempt to dewiggle from Wiggle

What the flump! You now what me to give me the email address again? But I did, you used it to produce the first of the last four screens, I know it seems long ago, but I did!

More Wiggle Pain

After navigating through more useless screens, input your email, AGAIN and you can finally unsubscribe

So Chrome to the rescue and UNSUBSCRIBE and we’re done.

I am not sure if this journey, which I experienced regularly on my 20+ unsubscribes yesterday is deliberate as a method of catch net retention or hoping people will just give up or get confused, but it is far from clear or simple, which clicking a link marked unsubscribe should be, shouldn’t it? Or is that me just being grumpy? Answers on a postcard to . . . .