A couple of years back, I blogged about an unsubscribe from a Guinness list that asked for WAY too much information. I called it ‘probably the worst unsubscribe in the world’ at the time.
It’s nearly Christmas, so once again I’ve had an email from them – first one I’ve had since October 2008. In a world where around 30% of Guinness’s key target audience have switched / created a new email address in the past year, that 2 year silence alone is a recipe for deliverability hell.
I was curious to see whether they’d improved their unsubscribe options – take a look at http://www.diageobrandsunsubscribe.co.uk/ t0 see for yourself. There *is* a slight improvement on 2 years ago: you are no longer obliged to share your physical address. But there is still way too much information required for what should be a painless procedure.
When you consider the enormous levels of creative expertise that go into their Google Earth-driven online campaign and their TV commercials, it astonishes me that their data driven marketing is so primitive.
Oh well. Another year, another Christmas spam button hit.
Well it is not very good because what do you do if you want to change your your pub address!!! that you dont drink there anymore and your vouchers for your free pint are all for the wrong pub/