Mailing Preferences

DinosaurThere are a number of stories about geocaching pending. I have to admit that August is a bit slow with only one speaking engagement, in Dallas, and a trip to Oslo, Norway for the tenth anniversary of Opera Software. I could not resist commenting about an email I received today from the BMG Classical Music Service.I found BMG very useful some years ago — actually more like a decade ago — as I am a fan of classical music. Back then I subscribed to various CD specials for collections of music composed by Mozart, Beethoven, and others. With the advent of iTunes I find BMG to be an artifact. One thing I will say about them — they don’t give up. In fact they are clinging to the past big time.
Their email pushed their latest CD’s — no problem — but at the bottom said "If you wish to unsubscribe from this email and receive your Featured Selection information via postal mail, simply go to "My Account" and click the Update button under Preferences. Go to the Mailing Preferences section, select Postal Mail, and click Save. Please allow 10 business days for your unsubscribe request to be confirmed. You may contact BMG Music Service at the following address: BMG Direct, Inc., 6550 East 30th Street, Indianapolis, IN 46219-1194, Attention: Unsubscribe Requests". Postal mail? Allow ten business days? How about "Click here to unsubscribe"? Now — instantly.
I believe "opt-in" is the way to go but if a company chooses "opt-out" then at a minimum they should allow "click here to unsubscribe" and make it really easy. The BMG approach is a clear sign that they are clinging to the past. The issue is not stealing music. The issue is for companies to give us a way to buy music. iTunes is doing that . BMG is off in the weeds. A click on a link in their email resulted in …..

"In order to serve you better, we are currently upgrading our site.
We appreciate your patience and apologize for any inconvenience.
Please return soon."
Right.