Interesting Email Option: “Pause”
I don’t know why I have been receiving promotional emails from Ross-Simons. I haven’t ordered from them in years.
This morning I decided to hit the Unsubscribe button, and this is what I got:
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| Send me emails once a week | |||||||||||
| Please remove me from any and all Ross-Simons mailing lists | |||||||||||
| Please don’t remove me, I think I’ll stay | |||||||||||
I have never been offered the option to “suspend” my promotional emails by any other company, and thought it was very interesting. I can see the potential value of taking advantage of that option. If, for example, I generally purchased their products for a particular holiday, or someone’s birthday, I might like to see these emails in the weeks leading up to that event. I thought it was a clever idea.
Update: A professional colleague from Orchard Brands says this: “We started a similar email subscription ‘pause’ program early in 2011, with great results. We’re retaining more customers by putting them in control of their contact frequency.”
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