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A couple of weeks ago I posted a piece on the rules of email engagement, very much laying out fairly broad thoughts on the subject.
Now I want to follow up with a more pointed ‘plan’ that, if followed, will ensure a virtuous spiral of engagement and increased ROI...
Bulk email is dead. OK, some people might still be doing it, but does that mean it works as well as it could? Just look in your own junk folder to find the many emails you have opted into but no longer reach your inbox.
So why is bulk email on the way out? Well, let’s consider what the top three email ISPs have to say...
Imagine for a moment that you're the CEO of American Airlines (AA). A customer named Dustin Curtis comes to the conclusion that your website sucks after booking a flight on it and finding the process to be a "horrific displeasure".
A UX designer by trade, Curtis takes it upon himself to redesign your website's homepage and provide some suggestions. All at no cost, of course. He publishes this as a blog post that begins, "Dear AmericanAirlines". Shortly thereafter, the UX designer receives an email from an AA employee who does UX design for your company.
Social media measurement is something that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture.
A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obvious difficulties that arise, particularly with attribution.
But standing back and looking at the bigger picture is not going to be enough for your data-mad boss, is it? It’s a bit too soft focus, right? He or she is going to want to see proof that all this social optimisation is actually working.
If that’s the case, then don’t worry: there are lots of things you can measure...
There's an old adage about it costing five times as much to acquire a new customer as to retain a new one. So why – in these difficult times - aren't more businesses focused on reducing customer churn, and improving customer service levels, to generate more repeat business?
This is fundamentally a cultural problem for many companies. There needs to be a shift in the mindset of larger organisations, in order to keep both staff and customers satisfied. I'm not sure that the balance is right, and I'm hoping that the next decade will be all about retention and satisfaction, so here I'm going to lobby for love. I want you to give more love to your customer services staff, for they are at the forefront of your push towards boosting customer satisfaction...
The Daily Mail has decided to stop pre-moderation of comments on its website, a move which should see an explosion in the number of comments left on the site.
Concerns have been raised, such as the possibility that advertisers may object to their ads may appear next to questionable content, but I think it''s a smart move, which should increase engagement on the site and raise the number of page views.
Gen Y, the demographic group generally considered to be those born somewhere between 1977 and 2000, is a group that marketers pay a lot of attention to.
They're the multi-platform generation, consuming media on a variety of devices (including mobile phones). They're also said to be fickle and hard to keep engaged. But above all else, they're elusive.