There are a lot of people out there who don’t understand email.
Or who can’t type. Or maybe it’s both.
How do I know?
Loretta Ingram (banking), L Ingalls (beauty), Laurence Ingram (Car insurance), Laura (credit cards), Viola (Facebook?) & more — all of them gave my email address as their own — and now I’m getting their official email.
A lot of it is really personal, too – balances remaining, transfer numbers, account changes, overdraft charges, nail salon appointments, family pictures, legal fees, housing — if you want to take someone’s nail appointment, believe me, the easiest thing to do is file a common email address, and just wait.
This is amusing at first.
And then it’s less amusing.
And then it gets really, really annoying.
And Lillie Ingram, who just opened an account with Wells Fargo? She’s not receiving her emails.
So what’s the Wells Fargo not-your-customer experience look like?
Here’s the email I received — very much not addressed to me.
So now I’m asking myself… How do I stop receiving these before I get to learn all about Lillie’s deposits?
… I head to the bottom of the email. There are 2 links — Unsubscribe, and Not A Customer:
The unsubscribe page looks like this –
it has nothing to do with my problem; I’m not receiving ‘optional’ emails – I’m receiving personal emails to the wrong person.
(On a related note, why is there a radio button for not unsubscribing? In what universe does it make sense to ‘submit’ to Wells Fargo that I’m choosing not to unsubscribe?)
…. OK, so it must be the other one!
I click “Contact us here” — do I wind up on a useful page, or a page with a useful link? HAH:
So here’s what I’ll do: I’m going to block all email from Wells Fargo. (unroll.me is great for this, by the way), and I’ll – maybe, if I’m very annoyed or worried – go to social media and complain.
… or maybe I’ll write a blog post.
When you’re thinking about your customer experience, you also need to think about the people that aren’t your customers. What’s the experience for people that didn’t sign up for your service? For people that park next to the car you make? For people that wander into your shop thinking it’s a different one? (For customers that aren’t receiving their emails, because Lauren is getting them instead? ;)
Every interaction you have is marketing — even the ones you don’t mean to have.
Even the ones your customers don’t know you’re having with other people, instead of with them.
Even the ones you’re having with customers who *might* be your customers, someday.
Oh – and Lillie? If you’re out there somewhere — could you please (please) change your email address? I hear firstname.lastname@example.org is free..