0117 230 3443

I received a completely unsolicited email this morning from Cheltenham Racecourse promoting their hospitality services. I only read the headline before deciding I didn't want to hear from them again so found the unsubcribe link. The unsubscribe page that followed was the best I've seen. They have kept my interest and I thought that in itself is well worth a blog article!

I wish more people would copy the good practice that Cheltenham Racecourse use in their email. I have no particular objection to unsolicited email that may be relevant to me as long as the sender respects that I might not want it again. The unsubscribe link in this particular email is right up at the top of the email, before they bombard me with their message. Respect due there.

I unsubscribed to another email earlier today and was skeptical when the page I was taken to was on a different domain without my email address pre-filled and to me that smacks of SPAM / email harvesting. In that case I just hit the junk button in Google's email interface which if a few more people do the same it would no doubt reflect badly on the sender.

When I clicked on the Cheltenham Racecourse unsubscribe link I was hoping not to see the same. Instead I arrived at what I think is the best thought out unsubscribe page I can recall seeing.

Instead of seeing a simple "Goodbye" page or being asked to confirm my email address before being given the same, I found myself with the option to try 'x' more emails. What a smart move. Instead of losing my interest forever I am inclined now to let them send me 5 more emails. If they are any good I might allow more but I am confident that at any time I can visit this page again and I can turn off the tap.

Why doesn't every company do this? Offer an unsubscribe but don't lose the interest of a potential customer.