Over the last week I have been thinking a lot about our “mail problem”
The problem is that on certain very active instances of Discourse tons of mails can be generated, which inevitably leads some people to click the “spam” button, and hurt deliverability of all mails from that site.
It is easy to blame this on specific features:
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We allow people to easily enable mailing list mode which can lead to email floods on mega active sites
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Watching a very active category is death by a thousand papercuts, first week is easy, but 2 months in you have 500 watched topics and are being flooded with no easy way out.
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People can enable “email me even when I am online” or participate in a heavily heated private message and flood inboxes
I am working on adding a global rate limit for email so at least there is a limit to the amount of emails we send a user. I am also working on a few features that discourage some of the more common reasons this happens.
However, none of my work is going to attack the root cause.
It is simply too hard to unsubscribe
I saw this tweet from Scott Hanselman today:
https://twitter.com/shanselman/status/712413815770451968
The key problem here is I don’t want to spend 1 minute, I want to simply do it all, unconditionally in 2 clicks.
Facebook has faced this issue forever, at the bottom of every email it has the text:
This message was sent to my@email.com . If you don’t want to receive these emails from Facebook in the future, please unsubscribe.
Facebook, Inc., Attention: Community Support, Menlo Park, CA 94025
The unsubscribe link they generate is usable on a logged out browser
Compare that to our notifications that have:
To stop receiving notifications for this particular topic, click here. To unsubscribe from these emails, change your user preferences
If I click here as a logged out user, I get:
If I click prefs I get:
Given these 2 options, some users will simple go for this button:
Users don’t want to deal with logging on to yet another site. They just want to stop getting the emails. Very often you decide to reach for the “unsubscribe” button a year later, the first 20 digest emails you simply delete, its that 21st one that makes you pause and think, I might as well unsubscribe.
Given that users these days are generally, multi device users (have phones, laptops and desktops) odds of being logged out are quite high. Odds of being on phone where it is a royal pain to log in are also high.
My proposal
###Simplify the unsubscribe text:
Instead of:
To stop receiving notifications for this particular topic, click here. To unsubscribe from these emails, change your user preferences
a simple:
If you don’t want to receive these emails from Site Name in the future, please unsubscribe.
Have the unsubscribe link be unique per email
example: https://sitename.com/unsubscribe?id=SkfSuhei72klf7klffhj
Have emails parser be careful to anonymise these links.
Have these links have a shelf life (only work for say 1 month configurable by site setting)
Simplify the unsubscribe page
When you click on the unsubscribe link present with something like this (depending on context)
Opt out of email notifications:
Stop watching “This awesome topic”
Stop watching “Bugs” category and 72 topics in the “Bugs” category
Stop sending me emails from Sitename.com
For mailing list enabled
Opt out of email notifications:
Disable mailing list mode
Stop sending me emails from Sitename.com
For digest
Opt out of email notifications:
Stop sending me weekly digests
Stop sending me emails from Sitename.com
This makes it trivial to “get off the train” and eliminates the reason people reach for the spam button. There is too much friction now.