Feedback provides direct interaction between readers and email marketers which then provides email marketers the information needed to improve their electronic communication and deliverability of their emails. It is, however, an unfortunate fact that too many marketers allow such golden opportunities to pass them by and go sour.
There could be many factors that drive away potential customers and they end up turning their spam protection programs against unwanted emails. The single most important among all other factors is the relevance factor. Not recognizing and addressing this crucial factor and ignoring relevance or lack of relevance of any electronic correspondence to a particular targeted audience leads to an unsuccessful email campaign and consequently loss of business.
Electronic marketers should realize that celebrating readers’ direct feedback is insufficient to determine their success. They should also look out for feedback from readers who chose to communicate through alternate channels such as their own websites or via telephone lines.
It has been proven time and time again that the best emails provide readers with the opportunity to offer comments and suggestions through an email link as well as by communicating directly with the company’s customer services by using the provided email address or a toll free telephone number. It has also been proven that the best email marketers collect all the feedback that comes from whichever means and attend to it in a timely and appropriate manner.
Some readers feel compelled to reply to all their received emails. It is therefore not a good idea to limit the options or to add statements that try to discourage replying. When a reader wants to keep a channel of communication open the email marketers should never attempt to close it, for there is no telling where it may lead.
Effective feedback management is not limited to taking care of customer initiated comments, complaints or questions. It should not even stop with a purchase, large or small. Effective feedback managers should proactively reach out to their existing and potential customers through direct email communications, through surveys, through specials offers, through e-newsletters and web links and through email transactions.
Seeking out readers and collecting their feedback is an important tool that will help even the most experienced among the electronic marketers in planning, strategizing and attaining the goals of their email campaigns. In addition, feedback will help electronic marketers in structuring their emails and e-newsletters in a way that it will reduce readers’ dissatisfactions, in a way that it will increase deliverability of the emails and in a way that it will boost sales.
To avoid the possibility of overdosing readers with too much communication, email marketers should focus of four main points of interaction. The first main point of interaction is when readers sign up for the email program. The second main point of interaction is after two or three months when the reader who has signed up for the email program may have strayed away from it. The third and critically important main point of interaction is when readers make contact to complain or to air grievances. And the fourth and final point of interaction is when readers communicate in response to a sudden influx of spam emails. All four main points of interaction are wonderful opportunities to get very useful information from readers — information that would likely not have reached the marketer under different circumstances.
Finally, a central key to better feedback management is the overall cooperation within the company itself. Sharing of data and any kind of knowledge about customers and prospects among the various departments and personalities will likely improve the email program and boost email campaign deliverability.
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\\ tags: eMail Marketing