Welcome to my new blog, all about email fails. I intend to point out where email marketers are going wrong, perhaps even a few that are doing it right…
First up, it’s Maplin. Now, I love a bit of Maplin magic, especially over other computer-planet-named stores but I am beginning to get a little tired of them getting angry at me. Why? They’re clearly having a customer problem with people being unable to find the unsubscribe button.
Their solution? GET ALL CAPITALISED! The message at the top of their header reads:
Please note: If you wish to unsubscribe from this newsletter please click this link.
DO NOT REPLY TO THIS EMAIL AS YOU WILL NOT GET A RESPONSE, NEITHER WILL IT UNSUBSCRIBE YOU.
Now, surely when experiencing such a situation as customers being unable to subscribe you would be thinking “How can I improve the situation for the customer? How can I give the customer a better experience so that, even though they’ve unsubscribed now, they might want to receive our e-newsletter in the future? How can we end this on a positive note?”
For me as a customer, I’m extremely unimpressed at the attitude towards a small percentage of customers unable to locate the link. There must be a better way! In emails I produce, we make an unsubscribe button at the top and bottom, just in case…the email address we send it out on even accepts replies, so our customers can you know, talk to us!
Also, this week’s edition was sent out with the “from” field: newsletter. Absolutely no identification that it was from Maplin, leaving me confused as to who exactly had sent me this email.