Handing out email newsletters and sales pages are the common norm in modern day internet marketing. Customers subscribe to email updates and alerts as per their requirements. The customer relationship goes on in good tidings. However, there comes a time when the customer decides to unsubscribe from this service. They visit the unsubscribe page by clicking on the link provided in every email that they receive from your end. The happy bonhomie is all set to end. Is it? Let’s think this over!
Unsubscribing from an email service does not necessarily mean that the customer is parting ways with your brand. It may mean that the customer’s inbox is cluttered with zero time on hand to sort it out every single day. So, they have decided to block some of the incoming emails. This can only lead to a souring of relationship with the customer if you don’t handle it with maturity. There are some steps that you can take to ensure that your customer is not bid farewell in an impolite way.
Begin the unsubscribing process by asking the customer if they wish to receive fewer emails or categorize the kind of emails that they receive. If that works out well, the customer will not look to unsubscribe anymore. In case it doesn’t pan out that way, you can lead the customer to the next section of the process: the actual unsubscribing. Make sure your unsubscribe page is clutter free and not too wordy. By wordy I mean lots of writing that ends up confusing the customer. Make the process a clean, clear getaway. That will leave a fond and lasting impression on the mind of the unsubscribing customer.
An unsubscribing page need not always be the end of the road, as I wrote earlier. You can use this opportunity to register for the unsubscribe part and then provide a link to some other popular page in your website. The call for action will suit you just fine because it gives you another shot at getting hold of your customer. It may be that the customer wishes to continue shopping or using your services minus the email updates. Provide the customer with that opportunity by slipping in a casual but carefully thought-out call-to-action.