The Peculiar Thank-You
In an attempt to regain control over e-mail, I’ve been unsubscribing from dozens of publications.
And I notice—a LOT of them thank me for this!
As a marketer, I find this puzzling. It makes a lot more sense to me to thank an unsubscriber for having been a subscriber, not for leaving. Still, I’d rather be thanked inappropriately then to get a gruff, cold “you have been unsubscribed.”
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com
I’m hardly surprised that people miss the opportunity to acknowledge their decision and invite them back.
I don’t have an exit message, but if I did it would include an invite to (easily) share what prompted the unsub, a chance to join a different (frequency | topic) list, and a heart felt thanks that they are honoring both of us enough to stop receiving my emails and reclaiming their time for activities that are providing them enough value for their time invested.
I’d rather have people on my list who are benefitting from reading my messages than not…
Yes, the chance to collect feedback is invaluable. I don’t know if I would *thank* them for reclaiming their time, but some text that honors their decision would make sensed.
As a reader, when presented with the opportunity to make a comment, I often thank the publisher and tell them to keep up the good work, but explain that I’m trying to get out form under the email monster.