DotComedy: Courting Customers Via Email
By Kent Lewis with
permission
http://www.linkleads.com/customers.html
Many e-commerce businesses talk about the importance of
building a long-term relationship with customers. Email, the Internet's
first and still most powerful "killer app" is one of the most effective and
popular methods of communicating with customers. Customer relationship
management (CRM) is hardly a new concept, but technology has added an
entirely new spin, and not all of it is good.
The CRM software and consulting services market has boomed in the past few years as companies adopt e-business strategies. Basic marketing principles have been incorporated into products developed by CRM software manufacturers. Unfortunately some CRM software solutions are developed or implemented by engineers, not marketers. This can lead to problems.
A good example of email-based CRM-solution-gone-bad is an implementation
by a particular e-retailer that will remain unnamed
Rather than dwell on the anger and frustration created by this particular company, I'd prefer to focus on the bigger issue of creating a coherent CRM marketing policy and technology implementation plan. Below are the key components and issues that should be addressed by any e-retailer or e-marketing company looking to build and maintain relationships with key constituents.
Articulate the Offer
Clearly spell out what the visitor will get from signing up for "updates."
Outline the kind of content they can expect (i.e. special offers, discounts,
product updates, company news), what format they can expect (text or HTML)
and how often they will receive it (bi-monthly is ideal for generic
e-retailers).
KISS Registration
Keep it simple stupid. The registration process should be quick and easy.
Name and email for newsletters. Keep it short and sweet if you're collecting
demographic information from a purchaser. Don't ask any unnecessary
questions (you can collect them later in an incentive-based survey).
Opt-Out Default
While collecting names and email addresses is always ideal for marketing and
company valuation, it can backfire if not done properly. First-time
customers may not understand the company or product offering, or they may be
purchasing gifts (like myself) and are not likely to be interested in
ongoing offers. When requiring visitors to register, it's always better to
leave the "please send me updates via email" checkbox blank (aka opt-out
default). It's better to have an uninformed customer than a pissed off
customer.
Privacy Policy
Any company working with customer information needs to clarify how the
information is going to be used and who is going to see it. For a
comprehensive policy, check out AOL
Now You're Cooking
Once you've got your email and have content to send out, keep in mind the
registrant likely forgot what they signed up for a week ago, let alone an
hour ago, and will need a reminder. The subject line of the email should be
enticing and clearly communicate the context and relevance to the recipient.
The sender should also include the company name or domain in the email
address (or an actual person's name, if they are well known within the
industry and respond personally to inquries). Any outgoing email should also
have a disclaimer at the top of the email explaining why they are receiving
the email (i.e. you signed up for this on our site) and what the email is
about (so we're sending you product updates you requested). Surprisingly few
marketers do this; the unnamed company is not one of those.
Get Me Out
As much as you'd hate to lose a customer or subscriber, it's better to make
it easy and stem the flow of blood by immediately removing recipients that
no longer wish to receive information. To minimize attrition, make it easy
for the recipient to change or delete their address or personal information.
This is where the unnamed company failed completely. Rather than have to
simply reply to the unwanted email I received from them, or forward it along
to another email address with "unsubscribe" in the subject line, I had to
click on a URL link and click the "no" box (their default choice is "yes,
keep sending me updates"). To make matters worse, a bug in the database re-added
my name after unsubscribing multiple times. I finally got in touch with a
representative and they apologized, promising it was taken care of. I
received two more messages the next day. One of their senior database
experts personally responded to apologize and explain the error, but by then
I was downright pissed. Don't let this happen to you; don't start using the
technology until it's tested. Make sure you have at least two or three ways
to for your recipients to unsubscribe.
Come Back
Now that you've lost your valued customer or subscriber, you should throw in
the towel and head to Maui. Wrong. You have one last opportunity to repair
the situation. In the unsubscribe confirmation, thank them for their
patronage and offer them a special offer or contact info to talk to a
company representative. Most of the time, some attention is all they really
want. If the unnamed company had offered a "special offer" as compensation
for my trouble, I would think much more highly of them, but it's doubtful I
would change my mind. Others may be more understanding and appreciative.
Keep in mind these are my opinions and not those of anyone else, use at your own risk. If for some reason you have a problem, feel free to email me.
Kent Lewis
Wave-Rock.com
Copyright 2000 by the author