Why is ‘customer experience’ lost in email marketing?
Customer experience (or customer experience management) is a big buzz word these days (Have you met our new Director of Customer Experience? *waves at Carolyn*). New trends online like Web 2.0 and The Long Tail have put more control in the hands of customers, means progressive marketers are scurrying to change their “we know best and we’ll tell you what to do” attitude into “You’re the customer, how can we give you what you want, so that you’ll want to buy from me…”
Yet while marketers are nodding their heads in agreement, we’re still seeing things like opt-out emails, pre-checked sign up boxes, or tiny buried legal text that says something like “by providing your email, you’re consenting to receive marketing messages from us.”
We all hate spam, so by that logic, the ‘do unto others’ theory should prevail. Until then, I’ll just continue to hit the ‘unsubscribe’ button on unsolicited mail, and you should too (or ‘This is SPAM’ if you’re really vengeful).
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Posted in Email marketing, Kelly Rusk
1 Comment
Rebecca Muller at 19:29 on February 7, 2008
Well put Kelly!
Why is it that some companies don’t understand people who decide they *want* to receive emails are then going to turn into great propects for those “special offers.” Rather than all of us who keep hitting unsubscribe and think a little bit worse about company x who just sent us that email we didn’t *really* ask for.
Obviously lists would become smaller, but man oh man, I have a feeling ROI would increase faster than you could say opt in.
- Rebecca
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