It’s a problem faced by every marketer attempting to maintain a customer relationship via email: churn. Some businesses report a churn rate that exceeds 30%. Marketers face a delicate balance when deciding how much email to send to a customer. If they do not send enough email, they may lose business to a more aggressive competitor. But if they send out too many updates, offers and sales notices, they may find themselves on the receiving end of an unsubscribe notice. This is an unfortunate outcome because the initial customer acquisition has a significant cost.
What if there was a way to allow customers to take a break from a marketer’s emails for a specific time period? Would consumers opt to use it? And would the marketer retain the customer?
The developers behind the new service, SnoozeTM, launched recently by Silverpop, hope the answer to these questions is yes. The firm’s clients can now use the SnoozeTM functionality when trying to maintain a relationship with their customers. Consumers often want to take a break from what they consider to be excessive marketer contact. On the other hand, they might not want to miss an important promotion from their favorite candy store at Mother’s Day.
It’s all about giving consumers more control. Loren McDonald, vice president of industry relations at Silverpop says, "Successful marketers listen to what contacts tell them, and sometimes they want to tell you that your information is still valuable, but now just isn't the right time.” So when a customer attempts to unsubscribe, the Snooze feature appears. Consumers are presented with the option to set up a Snooze time frame.
This new tool is a creative way to take on the problem of email list churn. If this tool is properly promoted to marketers and consumers, it may become exceedingly popular. If it works well, marketers will be signing up for the service and Silverpop competitors will likely come up with their own variations on this idea.[Source: Launch of SnoozeTM Feature Underscores the Importance of Minimizing List Churn. Silverpop.com 18 Apr. 2011. Web. 28 Apr. 2011]