I am doing a holiday cleanup of my workspace at the moment - and that includes email accounts and settings. I’m trimming the stuff that I don’t read much. I confess to subscribing to a LOT of lists, but then losing interest after some time.

And that’s how I happened across a graphics.com newsletter subscription — one I haven’t looked at in a long time (18 months).

However, given the content I’d be happy to stay a member, but move the messages over to my private Google mail account — which I use for mailing list things. My primary work inbox is no longer used for any lists. I prefer to separate out the list messages so I can view them at a time of my choosing, without a bunch of filters in my primary inbox.

Graphics.com had only two options at the bottom of the message: to either cancel/unsubscribe, or go to the members area. As I only wanted to change my address, not cancel, I tried the members area. But I was presented with a nickname/password login. Nickname? Password? I can’t remember my nickname — I haven’t been reading the messages or to the site in 18 months. The only way to retrieve the password is with the nickname — which I probably created 4 or 5 years ago when I first subscribed.

My only option: to cancel. One click, done.

The EASIEST option presented was the one for me to cancel! No easy option to change address… clearly that process needs more thought to keep rather than lose customers off your list.

Would you rather your clients disappear easily in one click, or work out a way to easily have them self-manage their email address on your list?