I received three Last Chance emails from three different companies – you know, "Sundeep, this is your last email, unless you..." curious to see what would happen if I didn't do anything.
The first company was a small retailer, I had never purchased from them only signed up for their emails because I met the owners at a conference. I kept getting their emails and then eventually stopped opening them… a few months later I received a message with the subject line, "Sundeep, do you still want to hear from us?" I never responded and that was the last I heard from them.
The second company was a research organization that prescribes best practices. Similar to the first company, I eventually stopped opening their emails. Eventually I received a message saying that this was their last email to me – three of them actually, each said I would be taken off the list. Despite their three separate threats to take me off, I still receive their emails every single week.
The third company was a major retailer; I quickly lost interest in their campaigns and eventually received their message asking if I wanted to continue receiving emails from them. I never responded but I’m still on their list and even received "follow up" Last Chance campaigns.
If you’re considering the Last Chance Campaign, an alternative suggestion would be to send a campaign with a possible subject line, "It’s been a while..." Include a personal note about how the person became part of your list (i.e. signed up from our site), include the reasons you want them to remain on the list.
Begin sending them emails less frequently – allowing them to rest and receive only your top campaign or offer each month. Study their behavior and see if they should be targeted more often, less often or along with the general population.
The challenge with the Last Chance email is that you truly have to follow what you promise or you will risk looking foolish with your prospects and customers – especially if you never take them off the list.