Email's Woes Continue
Recently my colleague Kevin Zimmerman wrote about an email campaign incident where his wife's name was wrong and none of the "personalized" information was correct. The company fixed the issue after a few campaigns, but even after more than 10 years of email business, many companies still have a long way to go to create a good customer experience in the inbox.
Today's lead article of 1to1 Weekly, "Still Searching for the Inbox," looks at the state of email strategy. Unfortunately it's not all good news. While many other areas of marketing are looking through a strategic lens at the customer experience, a "spray and pray" attitude toward email is still popular. They don't call them blasts for nothing.
The good news is that some companies are getting it right, and customers are expecting more personalized activities. Personally, I think Netflix uses email in an very informative and personalized way -- the company sends alerts when movies are sent and returned; I get emails letting me know of very specific new movies that fit within my established preferences; and the company also sends out quick surveys via email to learn how the customer experience in general is. It's not just a marketing tool or a mass advertising vehicle. It's a communication channel that builds relationships.
Which company that you receive email from has the worst email habits and which has the best?
Related Entries
- Thrill or Spill? Customers Ride the Netflix Roller Coaster
- Loyalty Programs--The Gift That Keeps on Giving
- Fraud Management a Priority for Banking Customers
