The ease (or lack thereof) of unsubscribing from email newsletters has become a recurring theme here for almost ten years. It came to a head last year, when the phenomena of abusing customer email lists became the norm.

So for future reference, I’ll be grading sites based on the following criteria:

[ ] Newsletter was opt-in in the first place
[ ] Unsubscribe link exists in newsletter
[ ] No need to confirm unsubscribe
[ ] No need to login to unsubscribe
[ ] No need to find “email preferences”
[ ] Reasonable time to unsubscribe (< 48 hours)

A site needs all six to get 100%. One unticked box deducts 50%, then 10% for each subsequent box. As far as I’m concerned, slipping on two or more of these represents a failure.