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Chief Blogger
 Joined on 06/29/2006 Posts: 2,117
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Seth Godin Was Right

09 November , 05:40 PM

You may have seen Seth Godin's recent post about a Dell Small Business e-mail update that caused some discussion in the blogosphere. Kami Huyse asked us about it when she was here for the Social Media Club workshop that happened earlier this week.

While many of our customers do like to be up to speed on the latest deals, Seth makes a good point. To better serve our customers, we're changing the process so customers who want the e-mail can choose to subscribe, instead of that process being automatic. Also, if a small business customer decides they no longer want the e-mail, they can go to the Subscription Center to unsubscribe.

I can't take you directly to the page, because you'll need to enter an e-mail address and then click on the Edit My Subscription or Unsubscribe link to complete the process.

Clicking on the image below will take you there:

We're currently changing the language used in the e-mail to reflect this new development. I'll share those changes when they are finalized.

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Glenn Benge
11 Jul 2008 03:53 PM

The unsubscribe link(1) on this page does not work and niether does the link(2) supplied in the emails received from Direct2Dell.

the two links I efer to are:

(1) https://membership.dell.com/myaccount/subscription/subhome.aspx?c=us&l=en&s=bsd

(2) http://www.direct2dell.com/one2one/unsub.aspx?s=66450c3a-ae96-4234-a1dc-ab51c6aefbb7
 
Becky Carroll
14 Nov 2007 11:09 AM

Lionel (and Richard), thank you for responding to this so quickly.  When Seth talks, people listen!  ;-)

Giving your customers a choice of how (or if) they want to be communicated with is the first step in creating a long-term relationship.  Customers will still appreciate your thank you note, so don't get rid of that!  You might want to consider a separate message thanking them for their recent purchase, then another one asking if and how they want to receive information from you.  A thank-you note without a "sales pitch" would be a great differentiator in this competitive market.

Great job listening to customers, guys.  You rock!
 
Richard Kraneis
13 Nov 2007 01:30 PM

A classy move by Dell.

I received a comment from Dell on my blog from "Richard" indicating that Dell was making changes regarding their email opt-in method.

Seth Godin was right in pointing out the assumed permission email method by Dell.  And, Richard of Dell very speedily addressed the problem.

So I'm impressed.  Good work in dealing with a delicate issue.
 
Valeria Maltoni
12 Nov 2007 10:13 AM
As the saying goes, the devil is in the details and something that may seem like a small change could make a tremendous difference when implemented (cannot emphasize the execution piece enough). I've been sharing what you're all doing here because I think it helps to see it first hand -- this is part of taking care of business.
 
Kami Huyse
09 Nov 2007 09:09 PM

Lionel, I continue to be impressed by your approach at DELL.  The fact that you responded to this (very small complaint in the scheme of things) within a short period of time and already are working to make tweaks to the process speaks highly of the company's willingness to go beyond mere talk to actually working with the needs of the people that you serve. I hope we hear an update from Seth.