DotComedy: Courting
Customers Via Email by Kent Lewis with permission
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 . This company's email marketing program is
so poorly implemented that once-loyal customers like myself have been turned into lifelong
customers of the competition (even if their product selection or service isn't as good).
This is not to say the problem is not experienced by many leading e-retailers, I just
haven't come across them in my day-to-day like I have with the aforementioned party.
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 .
Let it be known that the unnamed company has a privacy policy, but it is buried a few
clicks down, rather than accessible from the home page.
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
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