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Losing Customers is No Small Matter

Heather Legg

August 04, 2015

When you run a small business, you have a lot of responsibility.

Not only do you have to find and earn your customers, you have to keep them.

It's great when they subscribe to your social media and your email list, but what happens when they are unhappy and unsubscribe? Maybe you've recently seen a larger number unsubscribing. Did you do something?

Whereas it's so important to know what to do to gain and keep your customers, it's just as important to know what NOT to do so you don't lose them.

We've all unsubscribed from something at one point or another, think back on that and think about why. You don't want to do the same things.

Don’t Encourage Them to Hit Unsubscribe Button

As the following article looks at, here are 4 actions that will make your customers unsubscribe:

1. Unconnected or too loud subject lines - As far as email is concerned, when your subject lines don't match your content or they scream too loud - you could lose customers. Especially when it's a business related or marketing email, people want to cut to the chase. That's what the subject line is for. Make it connect. Sure, you can be catchy and cheeky, but don't be unconnected. You also want to stay respectful and tasteful. Stay away from all caps and too many exclamations. No one wants to be yelled out through email.
2. Too much interaction - Sure, your customers subscribed for a reason, they want to know what's going on with your business. They want news on sales, promos, new store openings, change of hours. But when you bombard them with emails or social media, be ready for the un-subscribers. Even too much of a good thing is, well, too much.
3. A bad newsletter - If you send out a newsletter, make it a good one. There are too many good ones out there now - you have a lot to compete with and you need a strong newsletter. This covers everything from layout to tone to information to graphics. Make it light, fun and informative.  Your readers will appreciate that.
4. Too much you and not enough business - Yes, your email and social media is about you, but primarily your business. It's good practice to be a bit personal, sure throw in that photo of your baby's first birthday, but no one cares that you just went to Starbuck's. Keep it mostly business related.

There's no question that online marketing is all a big game, but you can be strong player.

Know your customers, know what they want and give it to them.

You also need to be aware of what they don't want, and be sure to stay away from that.

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