For a while now I'm a huge fan of Econsultancy. Always great content, to the point and very hands-on. This new article about the unsubscription process of Zalando, I really had to share.
It's describing perfectly what I've been preaching for years now in all of my projects. Not everybody is convinced by it and sometimes companies are even afraid to use it, concerned about the consumers reaction.
Now that Zalando is doing it, I hope that they will be convinced that this is exactly the way you should approach an unsubscribe.
Unsubscribes are mostly generated by: bad or irrelevant content, frequency of the communication or even the use of a new email address. So the best way to deal with it is to gently ask people if they want to change their subscription preferences. That could result in a huge win-back or at least give you an insight on why people are leaving you.
You can find the entire article here
So on Sunday, I went over there. Everything was smoothly prepared. I had opted for a XF and I even could choose the available type at the location. During a small 15 minutes introduction over coffee, a very enthusiastic Jaguar representative gave some insights on the origin of the brand. He admitted that they had been through some rough times, but that since TATA invested in the brand, everything was getting much better. Even some sales figures and production details were shared.
Ok, of we go in a small group of 20 people. First a small slipping course on the slippery track (me at the wheel, some instruction via intercom). This was their way to show off the dynamic driving programs of the automatic transmission. Followed by a drifting session with the F-type (damn, with professional driver and me the passanger). The entire experience lasted some 45 minutes.
Now it was time for some of track and some standard on the road driving. We switched cars (I got my desired model) and get to drive it again for 45 minutes on a pre-defined tour. The next group was already starting the track experience. No show off at all until now. Just a great experience, for what I must say, an impressive car.
Getting back at the track location we got plenty of time to do a thorough inspection of some showroom cars and ask questions to the very friendly, enthusiastic crew. And yet, stil no sales pitch, they let the car speak for itself! All that heavy work made us hungry, so there was a small walking buffet and drink. We all got handed a thank you package with personal voucher of 1500 EUR, some nice looking brochures and the singlet we were wearing had apparently a hidden USB stick with show reals of the cars.
Basically I had a great morning, experienced a great car and had never the feeling to be the hunted prospect. Exactly 3 days later I got a friendly email with a small survey on my personal impression of the day. And yes for sure, they reminded me that I had my personal assigned contact I could call for extra info. They definitely got an A+
I am totally impressed by the professionalism of the staff, the perfectly timed communication and the experience selling principle. There was no extra sales call, nor communication following to it. I love the feeling that I am appreciated as a consumer and that this company is giving me the time to decide on my own tempo. But I'm still curious to see what will follow.
Great job guys !!!
I hope you will enjoy the content of this blog. It will sometimes be inspirational, analytical boring or insanely futuristic. This is a collection of sources crossing my path in my constant search for innovating CRM concepts.
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