Don't Delete Customers From Mailing List Too Soon
We’ve all had this unpleasant experience: something goes wrong during a sales transaction, the relationship with the customer is irreparably harmed, and it is clear that continuing to contact the customer with direct mail will be counterproductive. The logical action to take is to delete the customer from the mail list.
Instead, set a flag in the mailing list to suppress mailing
to this customer temporarily
(even if “temporary” is many months). Here’s why: things change. The person within your customer’s company may leave or move on to another assignment. Your company may invest resources in solving the problem that caused the relationship to fail. The issue may cease to be important to your customer’s company. Whatever the reason, the circumstances that contributed to the problem may cease to exist.
Periodically review the people or companies on the suppression list.
If you’ve improved your services, instituted product changes, made it easier to do business or any other change that benefits the previously-wronged customers, let them know with a phone call or a special mailing. Communicate changes for the better and keep in touch.