You see it all the time, great marketing communication messages that romance you into subscribing to newsletters, membership sites, products or services.
It’s a bit like the early stages of dating if you think about it, lots of sweet talk.
Your expectation is built up and naturally you would expect a similar type of communication when you unsubscribe.
After doing a bit of research it seems this doesn’t often occur and there are two extremes when you want to unsubscribe which makes you think the initial sweet talk was in fact marketing communication fluff.
One is just go away and the other is tell me in detail why you are leaving.
When You Join
Both types make you feel very welcome, thanking you for joining, provide you with a few freebies and the underlying marketing communication message is that you are an important part of the community.
Just Go Away
When you unsubscribe, naturally you expect the confirmation and some sort of communication to ask for feedback. At least a sorry you are leaving, we would like your feedback and all the best type of message.
What you get instead is nothing; just the subscription cancellation and a link back the website.
The take out – you are no longer important so just go away and we are not interested in why you opted out.
Tell Me In Detail
When you opt out you receive the cancellation, but you are also asked for feedback by way of answering lot of questions that takes quite a while. It is like being asked to have a deep and meaningful discussion when you have only dated for a few months and you want to break up. It can be a little confronting.
When they Unsubscribe
You have taken the time to craft your marketing communication messages to encourage subscriptions. You also need to take a little time to make sure your communication is just as good when they leave.
With most large email newsletter subscription or membership software there is an opportunity to add text to the confirmation page that they are unsubscribed. Why not add an appropriate message as well as encourage them to give you simple feedback.
This could be as simple as listing a few reasons for leaving that they just have to select. You can also include an area where they include other comments.
Not everyone will take part, however with the right message and feedback form you are more likely to gain important information as well as making sure the initial marketing communication messages are not thought of as fluff.
You are so impressive, Susan. Every time I think the well is bone dry on this topic, you come up with another cool, brimming bucket of aceness!
Last week I unsubscribed from a site and was asked nicely for feedback. It was one question, and a note at the bottom said the ‘survey’ was 50% complete.
So I answered the question. Instantly, I got two more questions. I filled in those. Then I got two more!
At the bottom, it still said I was half way through the survey. I didn’t dig this mismatch, so I pulled out.
Keep up the fab work! Best regarsd, P.
Hi Paul,
Your comments make my day. I did one of those as well and pulled out. The other surprise which was a site that said is big in SM didn’t even ask for feedback when I unsubscribed. Big disappointment.
Thanks as always Paul.
Susan
How Marketing Communication Fluff Gets You Into Trouble…
You see it all the time, great marketing communication messages that romance you into subscribing to newsletters, membership sites, products or services. It’s a bit like the early stages of dating if you think about it, lots of sweet talk. When you uns…
Actually, I don’t spend much time answering the “breakup” questions, but it does seem like they care more and are trying to improve. Marketing is a lot of fluff in general, so I do appreciate when I come across sincere and genuine advertising.
Thanks for your comment. Even if people do not say why they are leaving at least it is good to be given the option, otherwise it is a wasted opportunity.
You are right sincere communication is apreciated.