THE EPIC MARKETING FAIL
My telecommunications provider occasionally sends me emails that I never signed up for. They provide no real value and as a result, I decided to [try] to opt out.
Here is their unsubscribe page:
|The unsubscribe page.|
|Do you want my Passport and Driver's Licence numbers too?|
So my phone number didn't work. Well, this is getting frustrating. Let me dig up my account number from an old bill... yep, so that doesn't didn't work either. So I go back to the email, to write them to ask to take me off their mailing list, and then I get this email in return:
|"Hello, we don't like to listen to our customers".|
Most of the time, marketers are trying to increase the conversion rate of their landing pages. The unsubscribe page is one major exception to that rule [despite it usually being the highest converting page you have - talk about irony...]
BUT, there is hope. Kind of like when you think your sports team is down for the count, someone puts the team on their back and throws up a Hail Mary to completely turns things around.
One amazing example of this that I recently ran into was the Groupon unsubscribe page. When you visit the page, you see this:
|Groupon Unsubscribe Page|
This is definitely an example of how marketing has the potential to be awesome. Marketers just need to have the courage to go outside of the norm and do something different. I'll bet a bunch of people watched that Groupon video and decided to give the newsletter another chance.
Moral of the story/post: make it easy for people to unsubscribe, but try and give them one compelling/interesting/different/awesome reason why they shouldn't.
And someone please get Derrick a doctor... and a raise!