How to properly handle email marketing opt-out

I provided an example of how not to do opt-out in email marketing in a previous blog post and commented on how well-regarded companies often get opt-out wrong.To be fair, in this post I’ve included an example of opt-out done right. The example below requires two clicks from me. Not bad, although a single click would be even better!

The email newsletter I received contained a reasonably visible link and used SafeUnsubscribe for the removal. [Pretty good so far.]

So, I click on it and get sent to a web page. [Aha, glad to see they know me and that I don’t have to re-type my email address. Nice, thanks.] Extra bonus points go for allowing me to unsubscribe from all their communications at once.

I click on Save Changes and go to another web page. They thank me for my patronage and kindly ask for feedback on why I am unsubscribing. I am feeling so positive about this opt-out experience that I will actually leave a comment.

Let me know if you’ve got any similar positive examples or, even better, ones that do it with 1-click only.