To the typical email marketer, if someone unsubscribes from your email list you’ve lost them. This may indicate that they are less interested than someone else, or maybe they simply are cleaning the inbox out. The fact is what makes email marketing most effective is the little things. Unsubscribes is an example of those little things. It is one of the things that most people don’t put much thought into when building their email marketing strategy.
I recently unsubscribed from the Barnes & Noble newsletter. I joined through a rewards program and found it interesting to see what new products were released, etc. but it just wasn’t something I was paying that much attention to. For this reason, I decided to leave their digital family. Incidentally I purchase from them almost weekly so I don’t think they are mad about this.
First, they gave me options. Maybe I just wanted certain topics, or maybe I only wanted certain frequency? This made me feel like they respected my desire to keep my inbox clean but still receive information from them that I wanted or when I wanted it.
Next, after I had made my decision, they gave me a kind salutation and a convenient button to shop for more products.
It was by impulse that I almost clicked that button. If I had been remotely ready to make a purchase I would have done so. The fact is, putting these simple additions into the email marketing path increase sales. It doesn’t mean that everyone makes another purchase, it just means that some do – and it costs no more than the cost of the Indianapolis Marketing company to think of all these things and implement them.
This is the tip of the iceberg. There are hundreds of little elements that can not only increase buyer loyalty and sales, but extend the customer experience you deliver in person, directly to your customers inbox.
At redwall LIVE, we help our customers to establish email marketing and social strategies that deliver a return on investment, and not just a message. We believe that tangible and measurable results should be delivered to our clients at all times. If you are considering your digital marketing strategy, at any point of the process, please contact us. We are committed to quality and to your company’s long term success.