The New Basics for Email Strategies - Shining Examples
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A $10 a month site was rapidly losing relevance to my needs; they offered great content but I had neither the time, opportunity or desire to participate fully in their programs. I sent my unsubscribe request. And they gave me great service by offering me one free month, after which if I still felt like it I could sign back up for their service.
I participated in their service and kept the subscription for six more very active months! Their CRM (customer relations management) was great. They have made me a fan for life! Even if I unsubscribe it will only be for seasons I feel I may be unable to use it.
In personal relationships arguments lead to opportunities for higher levels of bonding between couples. The same thing happens in sales relationships; conflict actually leads to an opportunity to build higher levels of trust, so customer relations does not have to be a pain for websites. With an above average response time and an excellent service you can use unsubscribe requests to offer your users new stuff such as free e books or downloads if they stay on and tell you in detail why they want to leave.
Never Do This
No matter what you do, never buy a list of email addresses from a third party. Spamming will not become a small issue; it will actually become a bigger deal than it currently is. Please take it for granted that buying lists (no matter what anybody says) is spamming.
I used to think it just reduced the user experience, but getting one server's public IP tagged as a spam source and one email campaign charged with “spamming” by block lists (specifically Spamhaus) have made me realize that “only the paranoid survive” is a statement of fact and not an opinion. Never buy or rent a third party list; build your own opt-in list or get referrer sites to link to your subscribe page (get a recommendation from a reputable site).
A Quick Word on Sale and After Sales
Your marketing promises on email must match the service you actually provide. Customers will opt out of any email service that does not deliver on its promises; no amount of CRM can repair broken promises.
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