Why are we so eager to repel a customer?

Big and small businesses alike are spending a lot of time, effort and money to enroll customers for their offerings.  Many seem to operate in a ‘loss leader’ paradigm by offering something lower than cost or sometimes even free to entice the customer with a hope of doing repeat business in the future.  And in this electronic age, it is very common for online businesses to offer a report or a freebie in exchange for the prospect’s email id.

Having gone to such lengths to get the prospect to share his/her email id voluntarily, it is astonishing how some throw this asset away and worse, destroy the edifice itself.

Here is a screenshot of an email I received just this morning. i have enclosed the screen shot of the same from my mobile

askforno

At the outset, everything seems ok but take a close look at the first email where it says “If you prefer not to receive any e-mail from “.

While I understand the spirit of this which is to give the choice to the receiver to opt-out of future emails, I am appalled that this is the first thing that I see in the email (in the email client as well).  It looks like the vendor is encouraging me to unsubscribe because that is the first thing that catches the eye.  Anyone will attest to the fact that it is easy to get a potential customer to say ‘no’ than to say ‘yes’. And if the objective of the mail is to encourage the prospect to unsubscribe from the mailing list, it has really been effective!!

On the contrary, it would have been better to place the option to unsubscribe at the bottom of the email.  That way, the recipient is given the choice to opt-out if he/she wants and the vendor is able to keep the user’s focus on the offer and the campaign.

How else are businesses turning away their hard-won customers?

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5 Comments

  1. N Ramesh said,

    January 16, 2014 at 3:55 pm

    This is how the so-called highly literate, well educated, professionally qualified ones tend to perform in their respective official tasks or rather end up doing most of the times, if not always !

    And this is precisely what I have always been saying to you all these years, and sincerely attempted to impress upon you, especially while talking about the modern day managerial personnel !

    God Save All Of Us For Such Beings !

    Thus Spake the New Age Sage !

    • badrirag said,

      January 16, 2014 at 4:33 pm

      New (c)Age(d) Sage,

      There you go off again with your rant! It is ‘the highly literate, well educated and professionally qualified ones’ who have brought you the computer, the internet, the email and the cell phone! Don’t forget that!!

      It is the issue that I wrote about and the people. If the people remain the same but with a different perspective, life would be so wonderful as it has always been!!

  2. January 16, 2014 at 4:11 pm

    Wow. Me on the other hand would think a company who made it easy to unsubscribe, instead of making me spend a lot of “clicks” to get to the unsubscribe page, was worth staying with rather than unsubscribing first thing. It feels a bit more honest, in a world full of companies wanting to make money of the customer. I dunno..
    (says me who has unsubscribed a lot this week and has found it almost impossible to do so sometimes)

    • badrirag said,

      January 16, 2014 at 4:30 pm

      you can make it easy to unsubscribe by placing the link at the bottom of the email and it takes just one click even then!!

      there is nothing honest or dishonest in providing the unsubscribe link at the beginning. It simply does not make sense in a business initiative which is why the mailer was sent in the first place!!


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