Unroll.me: A Flawed, Misleading Unsubscribe Service

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Have you ever glanced at a friend or family member’s phone or computer and been shocked at the number of unread emails in their inbox?

I may be far too neurotic not to zero-out my push notifications in my inbox, but I know I’m in the minority. Most people receive so much email on a daily basis that they can’t even keep up.

Sound familiar?

According to a report from the Radicati Group, the number of business emails sent and received per person in a day totals 122 emails in 2015. This figure is expected to increase to an average of 126 messages sent and received per person in a day by the end of 2019.

Set Them Free

Should an email marketer fear the unsubscribe?

Sure, in an ideal world every individual that subscribes to your email campaigns would want to read them for the rest of time. However, you don’t want to send to people who don’t want to hear from you.

In that instance, those who unsubscribe save you the time of removing them from your list once they go inactive. Unsubscribes can save you from low Open Rates and Abuse complaints.

Is Unroll.me the Solution?

It is one of the most perplexing paradoxes to face any marketer in any industry through any channel in the world. Every day any brand marketer is confronted with customers who have voluntarily subscribed to their email campaigns but now want out for any variety of reasons.

While some unsubscribe in the conventional manner, many more just mark the emails as spam when they’re tired of them, causing significant damage to your sender reputation.

The reasons why so many millions of subscribers just can’t seem to “do the right thing” and unsubscribe conventionally may be a question to be solved by the digital historians of the future, but one of the latest developments has caused even more consternation among marketers: Unroll.me is a service which promises to mass-unsubscribe customers at a single click and which presents a possible threat to all email marketers.

Rollup or Nuke

While it is true that Unroll.me offers a single daily rollup, a digest of sorts of all your accepted email marketing missives, the feature which has caused the most concern among email marketers is the ease at how users of this site can easily wipe out subscriptions to dozens or even hundreds of brands at one fell swoop.

The user begins by giving Unroll.me access to Yahoo, MSN, AOL, or Gmail account and then letting it scan the complete contents of the inboxes and storage folders to arrive at its determination of what is commercial email. The user is then presented with a list whereby they can sort out what they want to continue to see, but presented in a rollup fashion, and which ones they want to nuke outright.

Since When Are They Unwanted?

By the end of 2013, Unroll.me boasted that it had killed over a billion “unwanted emails.” Therein lies the paradox of the entire email subscriber psychology and the failing that Unroll.me is capitalizing on.

None of these billion emails were at all “unwanted.” They had all been generated by permission of the customer which they had voluntarily given at some point in the past. The vast majority of these permissions were marked by a double opt-in policy which reconfirmed the desire of the customer to receive these emails.

However, even with all of those more than ample justifications for the statements that these are indeed “wanted” emails, it does not stop the very same customers who agreed at every step of the process to have them disappear from their sight. As I stated, all of this is nothing more than a very strange paradox, but one that is unfortunately central to the life of the email marketer.

1-800-Flowers Lost 52.5%

The amount of “damage” which has been done by Unroll.me to legitimate brand email marketing is only now coming into focus.

2.5 million subscriptions were negated in 2013, with 1-800-Flowers having the highest percentage at 52.5%, TicketWeb in second place with 47.5% and ProFlowers at 45.1%.

Again, it begs the question of what these subscribers were thinking when they agreed to receive these brand emails which they had since changed their minds around, but that delves into the realm of psychologists and psychiatrists.

It Doesn’t Unsubscribe, It Mass-Junks!

The largest single problem with Unroll.me for email marketers is not just the number of legitimate subscriptions which have been rendered null and void by the service, but the way which the software unsubscribes. As it turns out, Unroll.me doesn’t unsubscribe at all!

Although the site itself barely mentions what happens to the emails which are listed as to be unsubscribed from, there is ample evidence that they are essentially held in limbo which is only a whisker’s breadth away from having them marked as spam.

Therefore what Unroll.me has created is not so much a mass unsubscribe service as a mass spam folder service which can make a considerable ding in any email marketer’s online reputation with the all-important ISPs.

There is no reason why Unroll.me couldn’t have been created to correctly unsubscribe emails rather than mass-junking them. That is the primary reason why it is an essentially flawed and misleading software that could be very dangerous to email marketers.

Other Issues with Unroll.me

Recently, more negative press has surfaced about Unroll.me. It turns out, Uber had been using data from Slice Intelligence, a data firm which uses Unroll.me to scan inboxes for information, to track users from its competition, Lyft. While not illegal, it certainly upset many Unroll.me users.

As long as the data sold doesn’t identify users by name, it happens with many free services. Unroll.me included.

What Other Options Do Subscribers Have?

There’s plenty of other practical ways to manage your crowded inbox.

  • Smart folders are a popular solution, even amongst the team here at Benchmark. You can create smart folders that sort the clutter in your inbox into more manageable sections. This allows you to focus on the more important items first.
  • Preference centers allow you to manage the frequency of which you receive email campaigns from individual companies. Maybe daily or weekly is too often for you, but you can probably handle one email per month.
  • Just hit Unsubscribe! Once in a while, a bit of inbox maintenance is helpful. There may just be some places you don’t need to hear from anymore. Or perhaps you’ve forgotten why you subscribed in the first place.

What Can You Do As An Email Marketer?

The biggest thing you need to answer, as an email marketers, is why an individual wants to unsubscribe in the first place.

Are you sending too often? Maybe not enough and they forgot why they subscribed in the first place? This is where setting up an aforementioned preference center can save you from unsubscribes.

Maybe your content isn’t relevant enough. Not providing the value that people signed up for is another way to lose your audience. Make sure you’re paying attention to your reports. Segment your lists accordingly and tailor content to those individual audiences.

Speaking of relevance, are you using different signup forms in different locations. Each signup form will attract a different audience. You can being the segmentation process upon signup when you do it right.

Share Your Experience

Have you used Unroll.me? What are your favorite solutions for managing a crowded inbox. What do you do as an email marketer to reduce list churn and unsubscribes? Tell us in the comments!

Are you ready for a smarter way to engage with your customers?

Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.

Content & Social Networking Manager

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MitchBankDeb Sunderland-WatersR GonzalesJen Recent comment authors
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Mitch
Mitch

This article is a load of self-serving nonsens. Every commercial email I receive has not been “generated by permission of the customer which they had voluntarily given at some point in the past.” If anything, half of the commercial emails I get come from someone passing my address along to a sender I’ve had no prior dealings with. These days, I’m finding that making an inquiry on a website gets me added to a mail list.

To portray recipients as not “doing the right thing” by unsubscribing rather than marking emails as spam is more self-serving back-patting. The “right thing” is not bothering people in the first place.

Your ‘profession’ is by and large a nuisance; you’re just the updated version of the pests who used to go door-to-door and who still annoy people with telemarketing phone calls.

Bank
Bank

Honestly the amount of times I do not sign up to regular emails from brands and they end up sending them to me anyway is ridiculous. It happens a lot when you shop online and after checking out I make sure to untick the box marked ‘send me updates?’ etc
I generally make an account to stay up to date with my order and change my subscription settings to ensure I dont get any junk email and yet, low and behold I still get send dozens of emails weekly from the brands and companies.
I dont want to rate my experience, complete a survey or read your newsletter.
The idea of EDM’s these days is frankly annoying, we get enough updates from places like instagram and facebook, I’d prefer my emails to remain clean and un-cluttered and I lot of the younger generation feel this way too.

Deb Sunderland-Waters
Deb Sunderland-Waters

Since downloading unrollme, the number of junk(marketing) emails has increased tenfold!
These are not from companies Ever since I downloaded and started using unrollme, the number of junk(marketing) emails that I receive has increased tenfold! These are not from companies that I ever opted into. I can only assume they are because of data that unrollme gives out. The drastic increase in emails has been undeniable that it is somehow
related to unrollme. I have deleted Unrollme! What a joke and a scam!

Jen
Jen

The reason I subscribed to Unrollme.com (upon reading about the service in a magazine) was for the daily roll up. Sure I’ve unsubscribed from a few marketers along the way, but the major reason I like the service is that I get ONE E-mail that contains all the marketers E-mails for the day. No more do I have an inbox filled and cluttered with the different companies that I still choose to receive. The daily roll up makes it convenient to open the ONE E-mail and easily scroll through to see what the offerings are from the various companies. For me, it’s not about Unrollme.com helping me unsubscribe. I like it because it puts all those E-mails I want to receive in an easy to access format that greatly reduces my stress level and keeps my inbox less cluttered

Patrick
Patrick

Since the percentage of mass “mark as spam” varies greatly, the logical conclusion seems to be that companies with a high percentage either mislead subscribers about what they are subscribing to or send emails so unreasonably often that even users who wanted those emails no longer want them.

Instead of blaming consumers, maybe email marketers should look at themselves. If they are finding a high percentage of their subscribers stop wanting to see their emails, they’re probably doing something wrong.