How does it really look?
A customer recently clicked the unsubscribe link in an email
and was queried as to why? Here’s her
response: |
Many of your products are of little use to me because I cannot afford the past times you seem to take for granted. Even little items that I could use are so highly priced I can't justify the purchase. The net effect of your print catalog and email announcements is a profound sense of failure, hopelessness, envy and frustration followed by a desire to commit suicide.
Thanks, please get me off your list! |
|
This response is amusing (as well as disturbing), but the reaction it caused at this business stunned me even more; internal company feedback included: |
| “It should be difficult for people to unsubscribe!” |
| “The more people we have on our list, the better our numbers!” |
| “If they can’t unsubscribe, they will just get used to our emails and maybe buy something!” |
| “Let’s mail them a catalog right away!” |
|
| The people making these statements were all senior management—COM, eCommerce, CFO and even
the CEO. So what was the EMail
Marketing Manager to do? |
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