Newsberry

Using Twitter for unsubscribe retention

Posted in Tips and Tricks on Mar 11, 2010 by Natalie Nagele

From time to time I clean up my inbox of newsletters that I don’t read anymore. Since in most cases I signed up to receive it, I do the polite thing and simply unsubscribe. Today I ran across a really nice technique while unsubscribing from a CollabNet newsletter and wanted to share it.

Recovering from an unsubscribe

We all know that sometimes when people unsubscribe it does not necessarily mean “I don’t want your content”, it might just mean “I don’t want it in this format” or “I get this content too often.” We’ve explained in a previous post how to create unsubscribe exit surveys with Wufoo.

When this happens, the best thing to do is offer alternatives. When I unsubscribed from CollabNet’s newsletter today, they did just that. Here is the confirmation screen:

By offering to follow them on Twitter, it provides a non-intrusive alternative to still get updates without cluttering my inbox. I thought this was a smart approach.