Ten more minutes

Ramblings from London – and elsewhere.

The art of unsubscription

My personal inbox was a junkyard of doom for a very, very long time. Over several years, I had somehow opted into email notifications from places I’m not even sure I’d heard of. Reaching 300+ marketing emails in any given week was not unusual and, as a result, the account had almost become useless.

Of course, you’re slightly tied to email accounts. Passwords for endless online accounts makes switching your email address no mean feat.

So last week, I tackled them. It was time to play unsubscribe. Here are some of my personal highlights and lowlights from that invigorating 30 minutes.

The mover: Nectar card

I’ll start with the one that required physical activity. Yes, to unsubscribe from Nectar card, you have to go hunt out your physical card and then copy out the numbers. And your email address.

Convenient it is not. Successful at reducing unsubscribes? Probably.

Also successful at pissing a lot of people off?


To be fair, this little guy is quite cute:

The quiz: Browns

Browns perplexed me a little. Like many organisations, there’s a questionnaire before you can opt out. But the top option is pre-selected. I wonder how many people ever bother to choose anything else…

The long, drawn out process: Guru

Here’s another painful experience.

Log in.

As if I can remember my password for a service I signed up for three years ago and then never used…

Determined to stop the oncoming flow of emails, I battled on with the password reset. More emails, but Guru and I are over.

The one that needs to change.org

This was the most disappointing on every level. Change.org do not make your email-free life easy.

Log in. Again. Except this time, they’d prefer you to do it via Facebook, so you’re met with this pop-up.

No, you can’t have any more of my data.

After yet another password change and, finally, a successful login, this:

Click click click click click. Do you want to make that list any longer?

The game of hide and seek: Tesco

Somewhere among all of those T&Cs is an unsubscribe button..

The guilt trip: Go to Gate

Yes, I’m sure.

The retainer.

Here’s how to turn unsubscribes into conversions. Bravo, Fantastic Services.

(That said, I did still unsubscribe, but I did nearly take them up on the offer.

I’m now one week on and my email account has, finally, become useable once again. It was worth the pain.






St. Ives – a breath of fresh air


Queue jump at Monzo – growth hack


  1. I just hit spam

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