links for 2009-07-02
Some Interesting Retail Email Marketing Stats

Turning Your Email Program into a Dialogue

In this article, Wendy Roth shares some tips to liven up emails and add the element of conversation. Here’s a summary:

  • Add contact links to your emails: your email address, your customer support contact and call center contact details, your main office telephone numbers...
  • Add a feedback link to your emails where readers can express opinions either about your products, company, or anything related to your market niche.
  • Start a user forum. Link to it in your email messages, even in your transactional messages. Incentivize customers to join and clearly explain the benefits of such a community.
  • Publish reader comments or product reviews. Publish these in your email messages, or devote an entire message to reader opinions. This can work in tandem with the feedback link to ensure these comments are worked into relevant reviews.
  • Answer reader questions in the newsletter. Share knowledge on how-tos. Answer questions about your products, editorial policy, or whatever is on readers' minds. For every one person who writes in, maybe 100 or 200 are thinking the same thing.
  • Use polls and surveys. Post mini versions in your regular emails, or link to a poll or survey at your site. Swap out one of your regular mailings for a reader-dialogue issue.
  • Blog in your newsletter. Publish a blog post or comments in your newsletter and link back to your blog's site. Allow comments without moderation, except to remove messages that are libelous, in poor taste, or obvious comment spam.

However, all of this dialogue-building is useless, unless you...
Pay attention and respond! Your subscribers and customers are talking, you are now paying attention -- but what about taking some action?

No matter how many channels you use to join the conversation, you have to monitor and participate in all of them. Otherwise, there could be a perception that you are not truly engaged.

Read the full article here.

Need help optimizing your email marketing results? Get in touch!
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