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.