Why Are There So Many Confusing Email Unsubscribe Messages?

They’re at it again.

Ten business days. Really?

What am I talking about?

I recently unsubscribed from a mailing list, using the Unsubscribe link at the bottom of an organization’s email message.

The automated confirmation message I received says it will take 10 business days for my email address to be unsubscribed from their mailing list.

Specifically, their message said:

Thanks. Your email preferences have been updated. Please allow up to 10 business days for changes to your email preferences to take effect.

Why it would take 10 business days to unsubscribe an email address from a mailing list makes no sense.

I’ve worked with mailing list management programs and email lists for over 20 years.

Unsubscribing from a mailing list is an automated step, done by technology.

It doesn’t require a person to do the work.

That’s only one example of the interesting, and sometimes, confusing unsubscribe confirmation messages I’ve received over the years.

A few years ago, I decided to collect the unsubscribe messages.

And planned to publish a post with all the different version. And this post is it!

Collection of Unsubscribe Confirmation Messages

The majority of unsubscribe confirmation messages are concise and direct:

Unsubscribe Successful

You will no longer receive email marketing from this list.

But only one confirmation message made the distinction my email address was removed from their mailing list, not me.

The email address dxxxxxx@xxxxxxx.com has been removed from all future mailings

Some organizations add that it will take a certain amount of time for me (not my email address) to be unsubscribed:

Unsubscribe confirmation

You have been unsubscribed from our products emails. This change may take up to 48 hours to take effect.

While others give you a longer timeframe, noting you may continue receive more email messages from them prior to your name (not your email address) being removed from the list.

Please note that unsubscribe or opt down requests are typically addressed in 3 business days.

It is possible that you may still receive e-mails from us that had been initiated prior to your name being removed from our list.

One organization referenced my subscription (with a typo).

And kept trying to entice me to re-subscribe:

Thank you! Please keep in mind that it may take up to 14 days to apply changes to your sucbscription.

We miss you already? Do you miss us?

Click here to make sure you don’t miss another email-exclusive offer.”

While other organizations add a date in their unsubscribe confirmation message. A date from two years earlier than when I unsubscribed:

November 29, 2019

You are now unsubscribed.

One of the more confusing confirmation messages I’ve received:

You have been unsubscribed from these emails.

Please take a moment and let us know why you unsubscribed.

Thanks for providing your feedback on why you unsubscribed.

You have been unsubscribed from these emails.

Huh?

And there’s the message which makes you wonder what step you should take next:

We have experienced an error. Please accept our apologies.

Yet another message leaving me wondering what to do next:

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Organizations Crafting Useful Unsubscribe Messages

Yes, there are organizations that get it right, crafting helpful unsubscribe messages.

It’s clear to me their teams and management are focused on the people using their product or service.

I’ve written about a few:

• UX Win: Seven Sons Unsubscribe from Mailing List
• UX Wins: Best Buy Unsubscribe from Mailing List
• UX Win: Consumer Reports Unsubscribe from Mailing List

Wrapping Up

While the mailing list unsubscribe process has been around for years, it’s obvious there’s room for improvement in organizations’ unsubscribe confirmation messages.

Glad to know there are organizations like Seven Sons, Best Buy, Consumer Reports, and others leading the way in providing clear communication in their unsubscribe messaging.

Do you have examples, good or bad, of unsubscribe confirmation messages? Share them in the comments.