In our post last week we talked about why people unsubscribe from emails. Essentially, unsubscribes can be boiled down to three factors. Abusing the recipients information, sending emails too frequently and sending content that’s not relevant or interesting. Fortunately, there’s a solution to mitigate email unsubscribe problems.
Solving Email Unsubscribe Issues
The Car Dealership Example
If you recall from our post last week I talked about my experiences with the GMC dealership. Let’s focus on that experience and how the dealership could have kept me on their email list. If the dealership added my activities (online quote, test drive, need to sell two cars, etc.) to their database they could use these events as triggers which spawn relevant actions. For example, they knew I wanted an Acadia Denali from my online quote request. Perhaps they could have added me to a lead nurturing campaign that educated me about the features and benefits of the Acadia Denali model. Also, when I told them I needed to sell my two cars before buying they could have added me to a lead nurturing campaign that combined emails and phone calls to address my need. For example, they could have sent me emails • advising where I could sell the cars and • notifying me when their buyer is in the office so he could give me an estimate and • sending me to Kelley Blue Book to lookup the value of my vehicles and • providing tips on how to sell a car. Furthermore, when I test drove the vehicle they could have added me to a lead nurturing campaign that sent me a follow up email thanking me for the test drive. The campaign could have also scheduled a call for their sales person to ask for my feedback after the test drive. In summary, the dealership missed out on several opportunities to engage me with interesting and timely content. The point of lead nurturing in this example is to send relevant communications based on what I (the buyer) care about and to send those communications when I express particular behavior indicative of buying. They’ve lost my interest since I continue to get communications from them even after I stopped interacting. It seems they’ve forgotten my needs. My suggestion to all B2B or B2C sales and marketing people is to get your organization to adopt marketing automation and lead nurturing technology. Start listening to your buyers. Automation technology will engage and nurture leads to build stronger relationships. When you’re up and running you’ll wind up with more qualified leads that are ready to buy. What’s your feedback on how to mitigate email unsubscribes? To be alerted of future posts, please click on the RSS button.