4 E-mail Marketing Trends Taking Shape
He adds that, “Doing what’s best for the customer and not just what is best for the bottom line is Forrester [Research]’s definition of customer advocacy. When you do that, you begin to build a trust that will pay enormous dividends in terms of sales, loyalty and future cross-sell opportunities.”
Trend #4: Customer Experience
Every marketer should know that perception is reality. And that’s what the industry is talking about when you read the umpteenth article on or participate in the umpteenth discussion about user experience.
“In order to design the best customer experience, you need to, in essence, become the customer,” says Della Penna. “Marketers can accomplish this by setting up personas around their most valuable customer segments and re-enacting the typical process those customers go through when they interact with their brands. Once you understand what the customer is experiencing today, you can look for opportunities to improve that experience.”
He explains further: “There are many front doors into a brand, and marketers need to ask, ‘Are those clicks and processes by which the visitor gets to my Web site the most efficient they can be?’ Question everything: ‘Is there one easy sign up?’; ‘Am I providing a seamless experience from site to site, page to page?’; and ‘How can I improve it as it exists today?’ The ultimate goal is to operationalize the customer experience for consistency across all touchpoints—from the call center, to -e-mail and all the way to logging in online.
And Della Penna recommends doing third-party and competitive audits to broaden your perspectives. He suggests marketers examine some of the newer brands in the online environment, since they’re not fettered by legacy systems and processes, as well as brands that are outside your industry vertical. “For example, Saturn collected my e-mail address through a chat session and offered a coupon to test drive a new Saturn. This is a great e-mail acquisition tactic that you might want to bring to your own brand,” Della Penna notes.