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Newsletter #831: The “It Never Hurts to Ask” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Smart marketers know that if you don’t ask, you might never know. A few opportunities for you to start asking more questions:

1> For returns
2> For subscriptions
3> For T-shirts
4> Check it out: Cute Roulette

1> For returns

Customer product returns are an opportunity. Few companies understand that better than Zappos. Anyone who’s ever returned something to them knows what an efficient process it is. But Zappos also takes advantage of little opportunities to earn the next sale. A great example is when they ask if you’d like to turn your refund into a Zappos gift card. Sure, you can also just get a direct refund to your credit card, but for a fan who wants to directly put that money toward their next purchase, this is a welcome offer.

The lesson: If a fan wants to spend more money with you — even if their last purchase wasn’t quite perfect — your job is to make it easy for them.

2> For subscriptions

A subscriber is worth a lot — it means someone has given you permission to contact them again with more of your stuff. So, when someone wants to opt out, it’s worth asking if there’s any way you could keep them on board. When someone clicks the unsubscribe link for Charity Water’s emails, they’re taken to a page that says they’re sorry to see them go and makes them a final offer if they’re willing to stay: a video showing how they got revenge on their CEO for all the late nights and tight deadlines. Of course, there’s also a big, simple form to enter your email on the same page if you really do want off their list.

The lesson: What little thing could you tweak on your unsubscribe page that could win over a reader?

Learn more: Charity Water

3> For T-shirts

Would you pay $1,000 for a T-shirt? What if you knew that money would support a cause you cared about? On BarackObama.com, you pick the amount you pay for your liberal shirts, buttons, and stickers. They set the minimum, but they also make it easy if you want to pay more with options up to $1,000 — and there’s even a box for “Other” if you really like their shirts.

The lesson: Want your fans and supporters to send you more money? Did you remember to ask?

Learn more: BarackObama.com

4> Check it out: Cute Roulette

Need more puppies and giggling children in your day? Check out Cute Roulette for some infinite cuteness.

Check it out: Cute Roulette

 

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