How to annoy consumers

Here’s a great way to annoy people. Just provide your users with a very useful free service for a couple of years and then summarily cut them off without warning.

I received the following email after the very rare occurrence of getting two eFaxes in a month:

eFax - Service Notification

Attention – your eFax® Free account has been suspended.

Dear Matthew,

Your account has been suspended and your eFax number 1-443-606-0312 is no longer accepting faxes.

Click here to immediately reactivate your account.

To reactivate by phone, call (866) 218-8349 from 5 AM to 8PM PST, Monday through Friday, and 8 AM to 5 PM PST Saturday and Sunday. Outside the U.S. & Canada: Call 1 (323) 817-3207.

If you do not reactivate by 12/12/2005, your account will be closed and your eFax number will be reassigned to another user.

Sincerely,
The eFax Free Team

(If you recently upgraded your account, please disregard this
notice.)


In order to provide quality service to all eFax customers, we
must limit usage rates of the eFax Free service. When you signed
up for your Free account, you agreed to the eFax Customer
Agreement, which states: “THE FREE SERVICE IS SUBJECT TO THE j2
GLOBAL ‘FAIR USE’ POLICY FOR FREE ACCOUNTS. YOU WILL BE IN
VIOLATION OF THIS POLICY IF, WITHIN ANY MONTH, YOU RECEIVE MORE
THAN TWENTY (20) FAX PAGES.”

eFax Plus costs only $12.95 (USD) per month. Received faxes are included, subject to the
Customer Agreement, and faxes sent anywhere in the US cost
$0.10/page. See international send rates.

If your business spends over $100 a month with eFax, please
contact our Corporate Sales team.

j2 Global Communications, Inc | 6922 Hollywood Blvd, Suite 500 | Hollywood, CA 90028


There’s no way I’m going to upgrade to a $12/month account for a service I use a few times a year when I’m too lazy to get to a fax machine. But I’m surprised in these days of runaway ad sales that they don’t see value in me as a user who is obligated to receive emails from them.

My guess is that eFax does make a fair amount of conversions using this tactic, but causes a much greater level of ill will than they receive in subscription revenue. And their business may soon go the way of the fax machine.

One thought on “How to annoy consumers

  1. I have tested many Internet Fax services and MyFax is the one I like and trust the most. It is definitely the best quality product with the best service care. I also like their website – http://www.myfax.com

    John

    Reply

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