Internet Marketing Digital_marketing_for_dummies | Page 268

TURNING NEGATIVES TO POSITIVES
Many businesses tend to minimize contact when a customer takes a negative action, such as returning a product or
unsubscribing from an email list. But we believe that these events are perfect times to follow up with transactional emails,
for these reasons:
Product returns: Nordstrom, for example, allows customers to return any item at any time for any reason. This
return policy is highly compelling and makes purchases feel less risky. When Nordstrom follows up with
customers who make returns, it confirms the positive experience that those customers had with its return policy.
Unsubscriptions: When a customer unsubscribes from your email list, first respond to his negative action by
unsubscribing him (give him what he wants). Then send him an unsubscribe confirmation that lists other ways he
can engage with your brand, such as social media or bricks-and-mortar stores. Remind him that you’re happy to
communicate with him in the place that best fits his needs.