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I recently booked a flight on Overall, the process was impressively user friendly. But there was one thing that kind of irked me: the way they handled their email opt in.

It started when I was entering my contact information. Upon landing on this page, the box beside “Yes! I want to hear about great deals…” was pre-checked, as shown below:

Not wanting to subscribe, I quite deliberately unchecked the box, figuring that would be the end of it.

I went ahead and booked my flight, then a bit later, I received this email:

I was quite alarmed for a moment, wondering whether I actually had forgotten something (and whether it would affect my booking). It was only upon reading the body text that I realized they were again asking me whether I wanted to subscribe to their email list… even though I had specifically indicated just moments earlier that I did not want to.

If the box in the contact information section had not been checked by default, then perhaps this would be okay. (It’s just possible that I did in fact want to subscribe to their newsletter, but just neglected to check the opt-in box.)

But that’s not what happened here. I didn’t “forget” anything. I quite deliberately unchecked the box. The meaning is clear: I don’t want your emails!

I found this both annoying and confusing. When it comes to email subscriptions, a clear no does not mean maybe.


State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..