It’s super easy to get caught up in the metrics in today’s marketing world — click-through rates, conversions, subscriber numbers and so on. But what truly sets a brand apart isn’t just the numbers; it’s the connection it builds with its audience. Back Market, a marketplace for refurbished electronics is demonstrating this in a brilliant, yet subtle way through their unsubscribe messaging — a touchpoint most brands overlook.
When you unsubscribe from receiving marketing emails from a business, what do you expect to receive? Most likely a “You have successfully unsubscribed.” It’s transactional, emotionless, and, frankly, a little dismissive. It’s as if the brand is saying, “You’re no longer useful to us, goodbye.”
Back Market, however, turns this around with their own style of messaging.
To me, this isn’t just an unsubscribe notice — it’s a conversation. It’s as if a friend is acknowledging my decision with a smile, understanding my reasons, and wishing me well on my way. This kind of messaging does more than just confirm my action; it leaves me with a positive impression of the brand, even as I walk out the door.
Why This Works:
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It’s respectful, communicating that the brand isn’t taking my decision personally; instead, they admire my smart choice.
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It’s environmental conscious, not missing an opportunity to align my action with a cause bigger than both myself and the brand, which is environmental responsibility.
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It demonstrates positive reinforcement by making me feel intelligent and considerate, plus ensuring I have a good feeling towards the brand
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It’s gives a memorable sign-off, “smell ya later” is fun, approachable, and a little cheeky. It leaves the door open for future interactions and keeps the brand top of mind
The Impact on Brand Perception
Its brand perception is strengthened by transforming what is typically an ordinary and often negative interaction into a positive and memorable experience. They turn a detractor into a potential advocate — someone who might speak highly of the brand or even return in the future. Case in point, myself. This kind of strategic communication is a masterclass in brand trust and emotional connection.
When brands communicate in this way, every touchpoint becomes an opportunity to reinforce their values and deepen their relationship with their audience.
Lessons for Marketers
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Always stay on-brand, every little piece of communication should reflect your brand’s personality and values.
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Respect your audience’s decisions, take it as an opportunity to build trust and longer-term loyalty.
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Every interaction can be used as a Branding Opportunity, don’t waste them.
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Align with Shared Values, because it creates a deeper connection with your audience.
In today’s world, the brands that stand out are those that create genuine, emotionally resonant connections.
