Let's say for example's sake that you're an airline company and you see a nasty tweet from a very unhappy customer. Maybe they were already in a bad mood from a long day, or just had one of "those days," and their luggage got lost. Accidents happen, but what if the following day they receive your promotional email touting your great service? They'd probably huff audibly and unsubscribe immediately.
If you're that airline company, you probably have a social media team and an email marketing team, and never the twain shall meet... Or better yet, you have your marketing team all in the same location. Either way, do you have a plan in place to deal with unhappy (social media) customers so they do not receive any email marketing from you for a period of time? No? Well, you should. If you're small, you can easily take that customer's email to your email marketer to temporarily suppress them for a few weeks, maybe a month or more. Or, you could write an API with your ESP and have that happen automatically. But you still need your social media team onboard with flagging those unhappy customers in the first place. So, make a plan that everyone is onboard with, and stick to it. It'll pay off for the long haul.
The challenge for marketers today is the customer doesn't care who's job it is - which means organizations need to operate seamlessly. Breaking down the walls and silos is critical to meeting client's expectations today. It isn't easy, but it's imperative.
Let's take this idea and make it first-class: place these unhappy subscribers into a "Win-Back" drip campaign that acknowledges their frustrations, apologizes, and offers them something in exchange. That's really the ideal solution here. Turn a bad situation into your chance to shine. With email, we often talk about relevance and timing; there's no better timing than after a customer has experienced your brand and it's top-of-mind. It's a chance for them to share their experience- good or bad- and for you to make things right and retain a loyal customer.
For TailoredMail customers, you can easily add your subscribers to a Broadcast Group and set them to "Disable Broadcasting" on a global level. Then over time, you can drip them back into your normal email marketing calendar. But give them some time to cool off. You can also pass this through your API if you have one set up with us- that way it's automatic and hands-free. You didn't have to do a thing to get them into your Win-Back drip and your bosses (and hopefully your unhappy subscriber!) will appreciate you for it. It's a win-win for all.
