By Peter Lyle DeHaan, PhD
Several years ago, I ordered an inversion table online. Part of the ordering process was to give them my email address.
Once they had my email address, they did the logical thing and began sending me email messages. One or two of them were offers for complementary health devices and exercise equipment, but most were for inversion tables.
In case you are wondering what an inversion table is, it is essentially a device that allows you to hang upside down. That might cause you to wonder why anyone would want two. It sure makes me wonder.
Maybe I’m missing something. Perhaps my enjoyment would be doubled if I had two. Could it be that other purchasers of inversion tables turn around a buy a second one a couple of weeks later? I think not.
Apparently, their marketing department wasn’t thinking either. Why else would they insist on trying to sell me something I had already bought from them?
Likely they reasoned that it costs next to nothing to send an email to me—no matter how nonsensical. After all, I might decide that I need two: one for the basement and a second one for the living room. Yeah, right!
Their logic is shortsighted, however, because it will cost them something—my business. You see, in exasperation for their thoughtless barrage of messages, I opted out.
Now, because of an ill-conceived email strategy, they have forever lost the opportunity to sell me something else.
Read more in Peter’s new book, Sticky Customer Service, to uncover helpful customer service tips, encouraging you to do better and celebrating what you do best.
Peter Lyle DeHaan is an entrepreneur and businessman who has managed, owned, and started multiple businesses over his carer. Recurring themes included customer service, sales and marketing, and leadership and management. He shares his lifetime of business experience and personal insights through his books and posts.