I recently subscribed to an email newsletter from one of most popular investment magazines in India. Somehow I subscribed to the same newsletter at two different places on the website, giving the same email address at both places.
The result of this dual request is that I get two copies of the same email every time they send out a post. Thanks to Gmail, which consolidates the emails in the same thread, I have to read only one of them and can delete/archive both
of the mails with the same button click.
I know it is good for the magazine to have a large subscription count and sending out an additional email doesn’t cost much, but working with duplicate customers in their subscribers list gives a false count of subscribers leading to bad marketing and sales decisions. Also, from the customer’s point of view, receiving multiple copies is an irritant and gives a bad impression to the magazine.
In this case, minor focus from the management by deduplicating customer records can lead to quick rewards in knowing the customer and also better reputation in the eyes of the customer.
Posted on April 14th, 2017