I hope I am starting or at least being a part of something, a revolution of sorts.

On the 20th October this year I tweeted “People who complain about receiving too many emails. Opt Out from the ones you don't read, instead of deleting them” http://twitter.com/edweatherall/status/5020730534

I also then started telling people at events “ http://www.lawgazette.co.uk/blogs/in-business-blog/make-more-time-your-life-unsubscribe-spam “

Today I got a tweet about a Return Path blog http://savvyb2bmarketing.com/blog/entry/346771/how-to-improve-the-unsubscribe-process-yes-this-is-something-to-think-about

Too often people sit with their BlackBerry or iPhone in hand saying “I hate email as it rules my life, I get so many messages”, to which I respond, “Opt Out it's your inbox, or get an older phone.”

As our preferences and interests change, so does relevance and therefore something we registered for 2 years ago now feels irrelevant and untargeted.  How much time do you spend in the morning just deleting emails from the same person or brand that you will never read? Although you register these emails as SPAM in your head, they are actually newsletters that you yourself subscribed to.

By taking just a few moments to Opt Out, you can very quickly start regaining control of your inbox, a feeling I have heard described as “liberating”.

I want this to be the start of a campaign to reinvigorate email, it is nowhere near dead but the results are declining. The next time someone complains to you about their full inbox tell them to stop deleting and start Opting Out, start tweeting about it and email your friends - hopefully we will quickly see view rates going up again and people having the time to read the content they want.

A final warning to those sending emails; make sure Opting Out or managing preferences is easy. The harder it is, the more the recipient dislikes you.

I know this is a two way thing and the senders have to take responsibility too, but maybe I will talk about that next time.