Your eCommerce subscribers are like marketing gold dust. These are the lovely people who have taken the time to sign up on your Magento site and not only given you permission to contact them with your newsletter or other benefits but in doing so also highlighted themselves as having an interest in your type of product or business, which makes them potential conversions. Subscribers have targeted customers for your eCommerce business. Get the message through to them on a drip feed basis, and you’ll also have access to their business networks and likeminded friends too.
So it stands to reason that when you’ve taken all that time and effort to persuade them to sign up, the last thing you want is to have all that hard work amount to nothing when they change their minds. That’s why it’s vital for your Magento business that you take a good hard look at how you handle your former customer’s wish to unsubscribe.
One way is to be helpfully transparent; offer the customer the facility to choose how often to receive emails as an alternative to unsubscribing. Perhaps even spell out exactly the type of emails you’re planning to send – special offers, weekly offers, monthly offers. Certain offers might be available to subscribers only – an incentive not to pull the plug completely.
Highlight to your subscribers the benefits of subscribing. Pre-filling the email address for them is one way, even when they are unsubscribing. Some eCommerce companies leave customers to guess which sign up address they used, thereby creating further angst. Don’t hide the unsubscribe link or make the process of unsubscribing complicated. If you avoid putting unhelpful barriers in the way, you may well find they sign up again in the future. That’s much better than doubling their reasons for unsubscribing by giving them a negative experience as they walk through the exit.
Finally, after an unsubscribe it’s worth politely asking why, suggesting a number of possibilities about what customers might have preferred – for example, fewer emails, or only information about promotions. And always thank them courteously rather than sarcastically!