Sometimes, in business, you can’t avoid it: a customer says she wants to break up with you. At which point you have to make a choice in how to respond.
Do you 1) get really, really angry and then make a voodoo doll of said customer from stuff lying around the office? Do you 2) get really mopey and blast Morrissey the rest of the day? OR: do you 3) stay even-keel, accept that break-ups are not only an inevitable part of life in business, but an opportunity in disguise, and whip up a communication that charmingly tries to convince this customer to give you one more shot, while also making it easy to end things if they’re super-duper sure it’s over?
I think we all know the answer to those ridiculous questions.
Anyway, to illustrate how good a break-up email can be, we thought we’d look at two winners we came across in the wild from True Citrus, a seller of mail-order citrus water flavors.
First, here’s the email you get from True Citrus if you decide to unsubscribe:
What do we like about this? A few things:
- The email is personalized (DJ is mentioned by name)
- The tone of the email is conversational (“keep ’em coming,” “you can’t throw in the towel just yet!”), sympathetic and understanding, and light but not too light
- The two buttons make taking a final action quick and easy (which respects your customer’s time if they really do just want to pull the rip cord)
- There’s a last-gasp attempt to woo this DJ person back with a special offer (which is just good sales) but it’s put after the CTA buttons (i.e. not annoyingly pushy)
There’s also this subscription cancellation email, which takes a slightly different tack, considering the customer has made their intentions a little more clear:
Similarly, the tone here is great: conversational, humble, understanding. The customer is thanked for the time she spent as a customer, is told True Citrus would feel lucky to have her back, and though, yes, True Citrus is trying to keep DJ in the fold by presenting a link to their Facebook page, and offering her a product discount, they manage not to sound desperate or annoying about it. If DJ really decides to move on, the last impression she’ll have is of being valued and offered something nice. Which IS nice.
Anyway, great job at crafting some tricky corporate communications, True Citrus.
We’d never break up with your break-up emails. Never ever.