What I realized as I was going through the Beans UI flow is that there were a number of glaring UX issues. For example, after receiving the weekly reminder email, users were required to update their permanent preference settings on the website each week. That meant that if a user was out of the office on vacation that week, they would have to unclick all of their permanent preference settings to opt-out for that week – and those options would be permanently saved. Good luck getting your users back on the coffee train (and back to your website, where they have to effectively sign up all over again) when they come back from vacation… That also meant that if your user forgot to untoggle their preference settings (or worse, imagine if they had already left for vacation and didn’t even see the email!), they would get matched up for a coffee date they wouldn’t be able to attend. Sucks for the ghostee.
This is one of the many reasons I wanted to move the weekly opt-in interfacing to the email touchpoint. That way, by default, we can automatically opt users who don’t respond to the email out of the match-making process. Furthermore, by allowing the user to select ‘yes’ or ‘no’ right from the email instead of sending them to a website, we are effectively reducing a click, and therefore minimizing the drop-off points.