Rant unsubscribe: unaccepable behaviour risks your brand

Today I am in a RANT.

Yes, this is major.

I have had it with brands that will not or cannot successfully unsubscribe me from their mailing lists when I ask.

The name and shame begins with a childrens toy catalogue, Baker Ross.  I once bought something from them as a gift and have been bombarded ever since.  Haven’t they heard of data segmentation?  I don’t have any children.  But I buy from you, occasionally.

I am now quoting my customer reference number to an internet-blank-wall.

Things to do if you are a customer

1. Despite feeling aggressive, getting mad and even are not really an option here – write a letter and mail it to yourself.  It will make you feel better.
2. Write politely to the company reminding them about your unsubscribe, maybe pointing out the money they waste / why you don’t want to hear from them / asking them to check all databases / and adding a link to the Data Protection Act 1998
3. Ask them to confirm to you that your data is no longer to be used for mailings
4. Remind them to also exclude you from purchased lists
5. Scream once, very loud.  Then get on with your life.

Things to do if you are a brand

1. Have a clear process map of your subscribe and unsubscribe processes.  Check for online and offline and mystery shop them regularly.
2. If you screw up, apologise to the customer immediately and unreservedly.  Thank them for pointing out your mistake and promise to investigate how the error occurred.  Even if you don’t track down the precise cause, it will make them feel better.

Got any advice for me?

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